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@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 and Martin PETŘÍČEK. Using Customer Characteristics to Manage Marketing and Revenue Management Activities. \textit{TEM Journal}. Serbia: UIKTEN, 2020, vol.~9, No~3, p.~1088-1093. ISSN~2217-8309. Available from: https://dx.doi.org/10.18421/TEM93-33.
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