Mass personalization of the service - basis of successful marketing of the interconnections in the sphere of services and tourism

Author: Assoc. Prof. Lina Anastasova, PhD (Burgas Free University)

Keywords: tourist companies, tourist services, competitiveness, individualization of service

The purpose of offering personalized services is to achieve additional profit through the ability to place higher prices derived from the increased value of the solution, satisfying the general and specific needs of consumers, which inevitably results in better economic performance. The competitiveness of tourist companies during recession and crisis will be much higher if they are individualizing their services. This will help them improve customer satisfaction, which is the first condition to build loyalty to the brand.

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