Question

Many businesses today offer loyalty programs to customers, because gaining customers for life is a goal that enables firms to be more profitable. The Marriott hotel chain loyalty programs are popular since customers can accumulate points that can be redeemed for upgrades or free room stays. Marriott also encourages members to complete their profiles by indicating the size of bed they prefer (double or king), type of pillow (foam or feather), handicap accessible needs, or other preferences. The profile information enables each hotel to utilize this information and provide the right type of room amenities for each guest. The loyalty program is an example of _______.

Answer 1

Answer: c. customer relationship management

Step-by-step explanation:

Customer relationship management refers to efforts taken by the firm to improve the way the company treats or relates with its customers.

As the goal of all businesses should be to retain customers for life, managing Customer relationships in such a way that they feel well taken care of enough to be loyal is a key way of doing this.

This is what Marriott is doing. By taking care to understand and to appreciate their customers, they are taking care of them such that they will want to keep coming back for life.