The board of directors of a chain of retail department stores has identified the following strategic objectives:

• Increase gross profit margin
• Increase employee satisfaction
• Provide quality products
• Increase sales to repeat customers

Which of these objectives is best linked to the customer perspective of the balanced scorecard?

• A :

  increase gross profit margin

• B :

  increase sales to repeat customers

• C :

  increase employee satisfaction

• D :

  provide quality products