J
2020
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
CHALUPA, Štěpán a Martin PETŘÍČEK
Základní údaje
Originální název
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Název anglicky
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Vydání
TEM Journal, Serbia, UIKTEN, 2020, 2217-8309
Další údaje
Typ výsledku
Článek v odborném periodiku
Utajení
není předmětem státního či obchodního tajemství
Organizační jednotka
University College Prague – Vysoká škola mezinárodních vztahů a Vysoká škola hotelová a ekonomická s.r.o.
Klíčová slova česky
Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management
Klíčová slova anglicky
Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management
Příznaky
Mezinárodní význam, Recenzováno
V originále
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.
Anglicky
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.
Zobrazeno: 22. 11. 2024 12:48