CHALUPA, Štěpán. Transaction data based hotel customer segmentation. In Proceedings of 10th International Scientific Conference. “Karviná Ph.D. Conference on Business and Economics”. Karviná: Silesian University, 2017, p. 74-82. ISBN 978-80-7510-265-2.
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Basic information
Original name Transaction data based hotel customer segmentation
Authors CHALUPA, Štěpán.
Edition Karviná, Proceedings of 10th International Scientific Conference. “Karviná Ph.D. Conference on Business and Economics” p. 74-82, 2017.
Publisher Silesian University
Other information
Type of outcome Proceedings paper
Confidentiality degree is not subject to a state or trade secret
Organization unit University College Prague – University of International Relations and Institute of Hospitality Management and Economics, Ltd.
ISBN 978-80-7510-265-2
Keywords in English Transaction data, customer segmentation, segmentation in hospitality, TwoStep Cluster Analysis.
Tags Reviewed
Changed by Changed by: Ing. Štěpán Chalupa, Ph.D., učo 10522. Changed: 11/6/2018 08:28.
Abstract
Customer segmentation plays crucial role in hospitality marketing. Identification of the right customer segments allows hotel managers to create the most effective marketing strategies. Transactions are great source of behavioral data that can be used in market segmentation. The goal of this paper is to run cluster analysis over transactional data to identify customer segment, identify the best ones of them and propose suitable strategy for them. Used data were exported from channel management tool and then processed using several non-hierarchical clustering methods of IBM SPSS tool (K-means and TwoStep Clustering). The results show that using transaction data for behavioral segmentation can lead to proper segment identification when strategies are being built.
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