H & S Coffee introduces its first caf in Alma Impian in June 2021 immediately after the pandemic is over, when the public are cravings to dine in and go out for outdoor activities. The caf offers freshly roasted coffee beans, tea and spices from around the world, delicious pastries and cakes for its customers to dine in or take away. The company is committed to serving the highest standards of quality and service. The caf has a cosy atmosphere and there are places where customers can sit for hours as they sip their coffee. The caf is set with a pleasant ambience, is family-friendly and equipped with Wi-Fi and charger spots to entice and engage customers. With skilful and experienced food and beverage staff, H & S Coffee become one of the favourite coffee outlets in town and has expanded its operation to other big cities in Kuala Lumpur, Johor Bharu, and Nilai. The company plans to open more cafes in other states and become the market leader in the country. H & S Coffee is led by a young manager, Mr Noah who is passionate to bring the caf to a wider market base. Unfortunately, he is lacking experience in handling customers. On the other hand, a well-established company, Starsky Coffee has operated its coffee outlets around the world and has established a strong reputation in the food and beverage industry. Mr Noah is inspired by how Starsky Coffee operates its business and wants to exemplify Starsky Coffee to improve H & S Coffee's performance. Mr Noah is dedicated to bringing H & S Coffee up to its mission; to inspire and nurture the human spirit - one person, one cup, one day, hence making it a preferred local cafe brand in the country. Required: a. Discuss three (3) ways in which benchmarking can help to improve the performance of H & S Coffee and sustains its success as a preferred local brand in the country. (10 marks) b. Explain in detail two (2) ways H & S can use the non-financial factors to improve its customer service and thus increase customer satisfaction.