Imagine a customer that is used to buying her apples from a local fruit shop, and enjoysthe friendly conversions with the store owner, the positive relationship the customerexperiences every time is part of the benefit she sees in interacting with the fruit shop andits owner. Now imagine a large supermarket chain, such as Woolworths, Walmart or

Foodworld opens up across the road. Switching to the large grocery chain store is easy,you just cross the road. The price of the apples may be the same - or even cheaper.However, the customer would now face the cost of losing the connection to the fruit shopowner if she chooses to go to the large grocery chain store across the road. What cost isthis an example of?

Loneliness cost

Opportunity cost Monetary cost

Emotional cost