Using Customer Characteristics to Manage Marketing and Revenue Management Activities
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F25619161%3A_____%2F20%3AN0000043" target="_blank" >RIV/25619161:_____/20:N0000043 - isvavai.cz</a>
Alternative codes found
RIV/62690094:18450/20:50017864
Result on the web
<a href="https://www.temjournal.com/content/93/TEMJournalAugust_1088_1093.html" target="_blank" >https://www.temjournal.com/content/93/TEMJournalAugust_1088_1093.html</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18421/TEM93-33" target="_blank" >10.18421/TEM93-33</a>
Alternative languages
Result language
angličtina
Original language name
Using Customer Characteristics to Manage Marketing and Revenue Management Activities
Original language description
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.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
TEM JOURNAL
ISSN
22178309
e-ISSN
—
Volume of the periodical
9
Issue of the periodical within the volume
3
Country of publishing house
RS - THE REPUBLIC OF SERBIA
Number of pages
6
Pages from-to
1088-1093
UT code for WoS article
000565865300033
EID of the result in the Scopus database
2-s2.0-85091526938