Why should a company be concerned about the intangible costs associated with not providing a product or service that the consumer expected?

What will be an ideal response?

Intangible costs are costs that are not easily quantified. For instance, a customer does not return to do business with a company after a bad experience. The company may not know the reasons why the customer has never returned. They also do not know how many people the dissatisfied customer told and which of them won't be doing business with the company. Intangible things like one's reputation must be carefully guarded.