What do your customers really think of you?
Do they have a compelling story to tell about your brand? Have they had experiences that deeply resonate with them? Do they proactively advocate on your behalf? Can they easily justify the premium they choose to pay? Would they give you another chance if you screwed up?
Or, when it comes down to it, in their minds and hearts, you’re merely a place to buy things?
And when there’s a slightly better price–or a marginally more convenient option–they jump at the opportunity, without a trace of regret.