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دسته بندی:
داده های بزرگ - big data
سال انتشار:
2018
عنوان انگلیسی مقاله:
Using big data from Customer Relationship Management information systems to determine the client profile in the hotel sector
ترجمه فارسی عنوان مقاله:
استفاده از داده های بزرگ از سیستم های اطلاعات مدیریت ارتباط با مشتری برای تعیین مشخصات مشتری در بخش هتل
منبع:
Sciencedirect - Elsevier - Tourism Management, 68 (2018) 187-197: doi:10:1016/j:tourman:2018:03:017
نویسنده:
Pilar Talón-Ballesteroa, Lydia González-Serranoa,∗, Cristina Soguero-Ruizc, Sergio Muñoz-Romerob,c, José Luis Rojo-Álvarezb,c
چکیده انگلیسی:
Client knowledge remains a key strategic point in hospitality management. However, the role that can be played
by large amounts of available information in the Customer Relationship Management (CRM) systems, when
addressed by using emerging Big Data techniques for efficient client profiling, is still in its early stages. In this
work, we addressed the client profile of the data in a CRM system of an international hotel chain, by using Big
Data technology and Bootstrap resampling techniques for Proportion Tests. Strong consistency was found on the
most representative feature of repeaters being traveling without children. Profiles were more similar for British and
German clients, and their main differences with Spanish clients were in the stay duration and in age. For a
vacation chain, these results suggest further analysis on the target orientation towards new market segments. Big
Data technologies can be extremely useful for analyzing indoor data available in CRM information systems from
hospitality industry.
Keywords: Big data ، Hospitality industry ، Customer relationship management ، Client profile ، Bootstrap resampling ، Hotel chains
قیمت: رایگان
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