24.        The customer-service division of Mammon Savings¹ and Loan recommends that
the best way for the bank to attract new customers and differentiate² itself from its 
competitors is to improve its service to customers—specifically, by reducing waiting
time in teller³ lines, opening for business 30 minutes earlier, and closing an hour later.
These improvements, it is argued, will give the bank the edge over its competitors and
make it appear more customer-friendly. For the most part this recommendation is 
well-reasoned; a few concerns must be addressed, however.
      First, the author assumes that Mammon's competitors are similar to Mammon in
all respects other than the ones listed. In fact, Mammon's competitors may be more
conveniently located to customers, or offer other services or products on more attractive
terms than Mammon. If so, Mammon may not gain the edge it seeks merely by
enhancing certain services.
      Secondly⁴, the author assumes that the proposed improvements will sufficiently⁵
distinguish Mammon from its competitors. This is not necessarily the case. Mammon's
competitors may already offer, or may plan to offer, essentially⁶ the same customer-
service features as those Mammon proposes for itself. If so, Mammon may not gain the
edge it seeks merely by enhancing these services.
      Thirdly, the author assumes that Mammon can offer these improved services
without sacrificing any other current features that attract customers, in fact, Mammon
may have to cut back other services or offer accounts on less attractive terms, all to
compensate⁷ for the additional costs associated with the proposed improvements. By
rendering⁸ its other features less attractive to customers, Mammon may not attain⁹ the
competitive edge it seeks.
      In conclusion, Mammon's plan for attracting new customers and differentiating¹⁰
itself from its competitors is only modestly convincing. While improvements in
customer service generally tend to enhance competitiveness, it is questionable whether
the specific improvements advocated in the recommendation are broad enough to be
effective

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