Exam 12: Services and Nonprofit Organization Marketing

_____ is the strategy that uses technology to deliver customized services on a mass basis.

Boutique Hotels In an industry where guests are tired of cookie-cutter hotels,some consumers are looking for personalized service,which can be found in boutique hotels.Boutique hotels cater to their guests' sense of their personal image as being discriminating,more sophisticated,and more hip.Frequently,these guests don't want to be where the crowds are.This is a small but growing market niche.There are no generally recognized rules for boutique hotels,but they tend to be small and service oriented,with high-style decor and top-notch restaurants.Employees are called cast members.Amenities include cordless phones,DVR players hooked up to HD televisions,Aveda brand bath and hair products,and down comforters and pillows. -Refer to Boutique Hotels.Boutique hotels encourage employees to develop personal relationships with guests.The hotels offer value-added services that are not available at traditional hotels.At which level of relationship marketing are these hotels operating?