From the perspective of customers versus owners/managers, which statement best captures their contrasting aims?

• A. Customers want high service costs
• B. Customers want to invest in the business
• C. Customers want low prices and value for money; owners/managers want to raise prices to maximise profits
• D. Customers want no customer service

Answer: (C)

The difference lies in what each side values in a transaction: customers seek value for money and low prices, while owners and managers focus on profitability, which can involve raising prices to maximise profits. That’s why the statement that best captures their contrasting aims is that customers want low prices and value for money, and owners/managers want to raise prices to maximise profits.

The other options miss the customer perspective or the business objective: high service costs would deter customers; investing in the business is a strategic action, not a direct customer aim; and wanting no customer service contradicts what customers expect.