Mass Customization As A Method Of Providing Client's Personalized Service (a Case Study Of Nicon Luxury Hotel)

CHAPTER ONE INTRODUCTION 1.1Background of the study The adage of Henry Ford does no longer apply anymore. Remember his famous statement: “you can have any color car you want as long as it’s black” which is related to the start of the industrialization era in the twentieth century when Henry Ford and others transformed the system of craftsmanship into the system of mass production by a new way of producing goods. It was characterized by the smooth-running flow and operational efficiency of the assembly line, specialized machinery and worker tasks, which creates great economies of scale through …