MASS CUSTOMIZATION AS A METHOD OF PROVIDING CLIENT'S PERSONALIZED SERVICE (A CASE STUDY OF NICON LUXURY HOTEL)
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- NGN 3000
Abstract
Mass customization entails the ability to provide customized products and services to individual customers using technology (information) at optimal production efficiency and cost levels. The concept is gaining prominence because the marketing literature is increasingly focused on delivering superior customer value. Although the masscustomization literature provides many insights into its origins, formats and approaches, it does not provide a coherent framework to assess the viability of a successful masscustomization strategy. Based on the premise of the study investigated the application of mass customization in service industry with special reference to Nicon Luxury hotel Abuja
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