Using Customer Characteristics to Manage Marketing and Revenue Management Activities

@article{25765,
   author = {Chalupa, Štěpán and Petříček, Martin},
   article_location = {Serbia},
   article_number = {3},
   doi = {http://dx.doi.org/10.18421/TEM93-33},
   keywords = {Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management},
   issn = {2217-8309},
   journal = {TEM Journal},
   title = {Using Customer Characteristics to Manage Marketing and Revenue Management Activities},
   volume = {9},
   year = {2020}
}

TY  - JOUR
ID  - 25765
AU  - Chalupa, Štěpán - Petříček, Martin
PY  - 2020
TI  - Using Customer Characteristics to Manage Marketing and Revenue Management Activities
JF  - TEM Journal
VL  - 9
IS  - 3
SP  - 1088-1093
EP  - 1088-1093
PB  - UIKTEN
SN  - 22178309
KW  - Market segmentation
KW  - cluster analysis
KW  - Two-Step Cluster
KW  - Hospitality marketing
KW  - Revenue Management
N2  - 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.
ER  - 

CHALUPA, Štěpán a Martin PETŘÍČEK. Using Customer Characteristics to Manage Marketing and Revenue Management Activities. \textit{TEM Journal}. Serbia: UIKTEN, 2020, roč.~9, č.~3, s.~1088-1093. ISSN~2217-8309. Dostupné z: https://dx.doi.org/10.18421/TEM93-33.