I would consider Jeff as an acquaintance - someone I know informally that shares the same interest (e-cigs). No, I wouldn't say Jeff considers me a friend - he would consider me a customer, but on a first name basis. IMO, if you are on a first name basis with a business, you are more comfortable dealing with them. If you have a problem you know you can contact them, etc...
I would prefer being called Rachel rather than Mrs. ?? because I feel more at ease.
I would prefer being called Rachel rather than Mrs. ?? because I feel more at ease.