discussion response

Reply from Demetrice Holloway

1. When determining how best to serve customers, many companies have found that measuring customer value is easier than understanding individual customer needs. Many businesses have access to formulas that can help them calculate supporting data such as profitability, revenue, customer lifetime value (CLV), retention rate, and purchase frequency. Chandra & Rahman (2026) reported that more companies are using AI to measure value: mechanical AI tracks functional value (efficiency, convenience), thinking AI gauges emotional value (trust, satisfaction), and feeling AI assesses social value (relationships, loyalty). Rather than relying solely on customer surveys, AI enables organizations to continuously evaluate customer value by analyzing behavior before, during, and after purchases. Many companies find that understanding customers' needs is challenging. Tracking customer needs has proven difficult because customer preferences continually evolve, new priorities emerge, and many customers struggle to express what they want clearly.

Many companies struggle to determine whether they can meet the individual needs of their customers. However, some businesses have found this to be false and realized that it is possible to create a profitable product using technology. The next question these companies must ask is whether creating these products is feasible. Although personalized products may be profitable, producing individualized products for every customer is not always operationally feasible. Hui et al.'s (2024) study concluded that mass customization capability is a company's ability to provide products or services that meet individual customer needs without increasing costs, slowing delivery, or reducing quality. This is achieved by combining several business practices rather than relying on a single solution. Hui et al.'s (2024) study also identified flexible manufacturing, modular product design, and good customer relationship management as the main factors that improve mass customization in SMEs. These help companies adjust production quickly and better understand customer needs.

2. Some examples of companies that have successfully integrated these services into their business are Chipotle Mexican Grill, Inc., Ryan Homes, and Ford Motor Company. Chipotle has successfully built its business on a small menu that prioritizes customers by allowing them to build made-to-order bowls and burritos using an assembly line of standardized ingredients. Ryan Homes has perfected the ability to offer buyers cost-efficient, quickly built, customizable homes, allowing them to personalize their home by choosing from a menu of predetermined options. Another company that has found success in allowing individualization is Ford. Ford allows customers to customize their automobiles by ordering directly through its custom factory order program. This allows customers to design their ideal Ford automobile, including choosing options such as color, trim package, and powertrain. Though many customers choose from cars on a car lot, this customization option lets them get the exact car they want while enabling Ford to better meet their needs. Offering this service can increase perceived customer value and may allow the company to achieve higher profit margins on customized orders.

3. Ford Motor Company

• Fuel efficiency
• Reliability
• Family Safety
• Affordability

Frontier Airlines

• Affordability

• Vacation travel
• Budget Traveler
• Low-rate subscription

Maybelline

• Beauty enhancement
• Budget-friendly product
• Accessibility
• Coverage

1. Hilton Hotel

• Vacation traveler
• Luxury traveler
• Family-friendly
• Business travelers

4. After reading "The Design of Work" (Keller & Alsdorf, 2012, p. 41), it was easy to understand Keller's ideas about how God created things to work. God did not just create things to look pretty, but He also created them with a purpose. We must think of all of God's work as a whole picture, a masterpiece composed of many intricate details. Though His work is beautiful and brings joy, it also holds a specific purpose to fulfill our needs. When considering a Hilton hotel, I can understand how it relates to Keller's finding. When you walk into the Hilton Hotel lobby, you are greeted by a beautifully designed, eye-catching work of art that entices guests from the moment they enter. Hilton extends this emphasis on beauty and excellence throughout its guest rooms, restaurants, meeting spaces, and recreational areas, creating an experience that goes beyond simply providing lodging. Although Hilton's primary purpose is to provide safe and comfortable lodging, it distinguishes itself by offering ambiance, relaxation, hospitality, and exceptional customer service. Keller argues that God created the world not merely for utility but also for delight and beauty. Hilton similarly meets both the functional need for shelter and the human desire for comfort, beauty, and meaningful experiences. Because they offer more than the basic service, they entice customers who are willing to pay for the convenience and luxurious feel; these clients value a whole experience while away from home.

Reviewing Hilton's relationship with the guest demonstrates relationship marketing, which extends beyond the company's practical purpose to connecting the company to the client's feelings. Panduro-Ramírez et al.'s (2024) article explains that relationship marketing is more than just making sales. Trust, commitment, communication, and good conflict handling help build strong emotional connections between customers and brands. The study concluded that trust has the greatest influence on brand love. The researchers found that when a company is honest and keeps its promises, customers become emotionally attached to the brand. As a result, they are more loyal, willing to pay higher prices, more forgiving of mistakes, and more likely to recommend the brand to others.

5. When we, as Christians, consider relationship marketing, we must remember that it is grounded in biblical principles and focuses on treating people with respect, humility, and honesty. Unlike other types of marketing, its main goal is not trying to gain benefits at any cost. The objectives of relationship marketing are to build value, foster lasting trust, and create long-term benefits for everyone involved. In the New International Version (1978/2011), Colossians 3:23-24 reminds us that, no matter our job, we are to do our work as God commands, with the love of God in our hearts. In the New International Version (1978/2011), Matthew 7:12 reminds us to treat others as we would want to be treated. In relationship marketing, businesses should treat customers with the same honesty, fairness, and respect they expect to receive themselves. Finally, in the New International Version (1978/2011), Philippians 2:3-4 remind us not to be selfish and to value others' needs above our own gain. These verses remind business owners to seek out and create genuine value by prioritizing customers' legitimate needs over short-term profits whenever possible.

All three of these verses emphasize the importance of working to produce mutual benefit and understanding, prioritizing others' needs over your own self-gain, and always working with integrity. These principles closely match relationship marketing by promoting customer trust, loyalty, commitment, and long-term value. b. Understanding and applying biblical teachings helps both customers and businesses make better decisions. It reminds everyone to treat others with compassion, respect, humility, integrity, and honesty, creating stronger relationships among all. Following these biblical values helps companies build trust, provide better service, enhance customer loyalty, and achieve long-term success while honoring God.

Businesses that combine sound marketing strategies with biblical principles create lasting value for customers and organizations while honoring God through ethical service and stewardship.

References

Chandra, B., & Rahman, Z. (2026). A framework for AI-driven value co-creation across customer journey stages. The Service Industries Journal, 46(9–10), 807–837. https://doi.org/10.1080/02642069.2026.2612702

Hui, G., Al Mamun, A., Masukujjaman, M., Makhbul, Z. K., & Ali, M. H. (2024). The relationship between mass customization and sustainable performance: The role of firm size and global e-commerce. Heliyon, 10(6). https://doi.org/10.1016/j.heliyon.2024.e27726

Keller, T., & Alsdorf, K. L. (2012). Every good endeavor: Connecting your work to god’s work. Penguin Books, an imprint of Penguin Random House.

New International Bible. (2011). The NIV Bible. https://www.thenivbible.com/ (Original work published 1978)

Panduro-Ramirez, J. A., Gallegos-Reyes, M. A., Villar-Guevara, M., García-Salirrosas, E. E., & Fernández-Mallma, I. (2024). The role of Relationship Marketing and Brand Love among banking consumers in an emerging market context. Administrative Sciences, 14(12), 343. https://doi.org/10.3390/admsci14120343