In Arina Roshd Shomal Co., the department of commerce is responsible for sales. The department’s experienced and professional personnel follow the principles of customer-orientation, which is one of the chief organizational values of the company. Consequently, one of the key objective of the company in marketing and sales involves customer orientation and satisfaction. Nevertheless, customer satisfaction alone is not sufficient and focusing on customer relationship, providing customer consultation, and retaining customer loyalty are among other objectives of the department.