J
2020
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
CHALUPA, Štěpán and Martin PETŘÍČEK
Basic information
Original name
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Name (in English)
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Edition
TEM Journal, Serbia, UIKTEN, 2020, 2217-8309
Other information
Type of outcome
Článek v odborném periodiku
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.
Keywords (in Czech)
Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management
Keywords in English
Market segmentation; cluster analysis; Two-Step Cluster; Hospitality marketing; Revenue Management
Tags
International impact, Reviewed
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.
In English
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.
Displayed: 29/12/2024 09:54