The Marriot-Hilton hotel chains award points for every dollar spent in one of their hotels. Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights. What is the purpose of leveraging this customer information?
A)to retain loyal customers
B)to reinforce competitive promotional decisions
C)to cross-sell other products and services
D)to induce product trial by new customers

Question

Quizplus · Accepted Answer

The purpose of leveraging customer information in this case is to retain loyal customers by offering them special privileges based on the number of points they have earned. This encourages customers to continue staying at the hotel chain and earning more points, leading to customer loyalty and repeat business.

The Marriot-Hilton Hotel Chains Award Points for Every Dollar Spent