Customer service

the story basically states that if you have good customer service, ie making a cab ride as pleasent as possible on a hot day at no extra charge. you will possibly gain customer loyalty because the customer had a good experince and will want to come back, the luxeries is what makes the experince better, thus you can go futher as to send cards for example to maintain customer loyalty showing your appretiation for them shopping with you and this further more invites them back.