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Vol.9, No.3, August 2020. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Stepan Chalupa, Martin Petricek
© 2020 Stepan Chalupa, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 9, Issue 3, Pages 1088-1093, ISSN 2217-8309, DOI: 10.18421/TEM93-33, August 2020.
Received: 25 April 2020. Revised: 08 July 2020.
Abstract:
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.
Keywords –Market segmentation, cluster analysis, Two-Step Cluster, Hospitality marketing, Revenue Management. |
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