The Marriott Hotel introduced Express Check-Out service in response to customer frustration at waiting in long checkout lines. A guest's credit card receipt and hotel bill is left under his or her room door the morning of his or her scheduled departure. After checking the accuracy of the bill the guest simply leaves his or her room key in the room or in one of the key drop boxes at the front desk before leaving the hotel. Marriott's Express Check-Out allows the hotel to engage in:
A) Mass customization
B) Mass marketing
C) Niche marketing
D) Focused marketing
E) Transactional marketing

Question

Quizplus · Accepted Answer

Mass customization involves tailoring services to individual customer needs while still achieving efficiencies of mass production. Express Check-Out is a service that allows individual customization of the checkout process, enhancing customer experience.

The Marriott Hotel Introduced Express Check-Out Service in Response to Customer