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

Autoři

CHALUPA, Štěpán a Martin PETŘÍČEK

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.

DOI

UT WoS

000565865300033

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
Změněno: 15. 12. 2020 07:59, Ing. Štěpán Chalupa, Ph.D.

Anotace

ORIG EN

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.