When given a choice, customers are loyal to Mydin. Instead of targeting all customers, Mydin only needs to target new customers in order to grow their business… … "Customer Loyalty" will have a long-term positive impact on the this entity, which adds to its value. This statement will lead to an increase in profits for this entity. "Customer Loyalty" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.