Using Customer Characteristics to Manage Marketing and Revenue Management Activities
| Autor: | Martin Petricek, Stepan Chalupa |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Information Systems and Management
Revenue management revenue management lcsh:T Strategy and Management market segmentation two-step cluster lcsh:Technology Education Management of Technology and Innovation hospitality marketing Computer Science (miscellaneous) Business Marketing lcsh:L cluster analysis lcsh:Education Information Systems |
| Zdroj: | TEM Journal, Vol 9, Iss 3, Pp 1088-1093 (2020) |
| ISSN: | 2217-8333 2217-8309 |
| DOI: | 10.18421/tem93-33 |
| Popis: | Understanding customer behaviour is an essential activity for hotel marketers and revenue managers. This article presents the statistical approach based on the data mining techniques focused on the extraction of valuable insight from big data. Using Two-Step Clustering, four major customers segments were identified, including their characteristics. Their description based on the booked room type, rate plan, booking window, net average room rate and length of stay can help the manager to plan better their activities. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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