The first type is the hostage, which is a customer who is stuck with a company even though they are dissatisfied. An example of this for me would be the water company that supplies water to our home, WSSC. We've had a lot of problems and slow service, but we're stuck with them because they have a monopoly on that service in our area. The second type is defectors, which means you are not satisfied and have the option to leave. An example of this in my family would be McDonalds because we don't get good service and there are other options that are worth our hard earned money. The next type are mercenaries, which means you are only slightly satisfied with the service and will leave if a better opportunity comes along that is only slightly better than what you are receiving. An example of this would be our service with Netflix because they provide some good services but they are not excellent. If some other competitor were to offer the same service at a slightly better price, I would consider making the change. The last type is the apostle, and he is the type of customer that all companies would like to meet. These customers are very satisfied, very loyal, and very vocal about the great service they receive, which leads to more loyal customers. Daymond John states that “word of mouth is the most powerful ally you have on your side” (John, 2015) in his