Question

The North Star Hotel, a luxury hotel, encourages its employees to develop strong, personal relationships with guests. It offers customized toiletries to its customers based on their preferences. It also has an entire floor dedicated to suites that have air purification systems. These value-added services make The North Star Hotel unique as these services are not available at other hotels. In this scenario, The North Star Hotel is at the _____ of relationship marketing.

Answer 1

The correct answer is structural level.

Step-by-step explanation:

Relational marketing refers to marketing focused on customer relationships. Every action that develops relational marketing is focused on seeking, creating, maintaining and consolidating a lasting and close relationship with the client. That is, the goal of relational marketing is to create strong, even emotional, connections with customers.

Structural incentives are created through the provision of customer services that are usually designed in the service delivery system itself for that particular customer. They add up to the three levels: Financial incentives, Social incentives and Custom incentives.