1. Where would you place the hotel industry on the evaluation continuum in Figure 15.3 on p....

Question:

1. Where would you place the hotel industry on the evaluation continuum in Figure 15.3 on p. 439 of the chapter?
2. How do you think Marriott would score out on a SERVQUAL survey among its customers?
3. Despite the distinct brands targeting a wide array of diverse market segments, Marriott maintains a unique identity and brand image. How does it accomplish this task?