PMQA itself is based upon a rigorous set of criteria, the so called “Criteria for Performance Excellence”, which consist of seven categories. One of those categories that directly relates to this area of study is “Category 3 – Customer and Market Focus” which examines how an organization determines requirements, expectations, and preferences of customers and markets, and how the organization builds relationships with customers and determines the key factors that lead to customer acquisition, satisfaction, loyalty and retention, and to business expansion. (Evans, 2005: 63-65)