D 2017

Transaction data based hotel customer segmentation

CHALUPA, Štěpán

Basic information

Original name

Transaction data based hotel customer segmentation

Authors

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

Stať ve sborníku

Confidentiality degree

není předmětem státního či obchodního tajemství

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
Změněno: 11/6/2018 08:28, Ing. Štěpán Chalupa, Ph.D.

Abstract

V originále

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.