An Extended Service Plan is a service agreement that offers retail customers the highest level of protection against the potential failure of their new acquisition beyond the original base warranty of a product. A service agreement may entitle the customer to a convenient product replacement or provide the necessary repair services by a proximate qualified servicer. Research shows this peace-of-mind protection can act as a critical catalyst when making buying decisions. It immunizes consumers from potentially costly repairs or loss of use over a prolonged period more compatible to the life-cycle, or utility-cycle, of a product. This in term engenders greater customer satisfaction and customer loyalty towards the retailer and the product brand.