A data mining approach to developing the profiles of hotel customers

Hokey Min · Hyesung Min · Ahmed Z. Emam

79 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Customer churn and segmentation Customer Service Quality and Loyalty Data Mining and Machine Learning Applications

Abstract

To stay competitive, hotels need to develop a viable customer retention strategy. Since a key to the successful development of such a strategy rests with customer relationship management, hotels should identify the most profitable ways to build and maintain a loyal customer relationship. In an effort to help hotels understand their customers’ preferences and the ways to interact with the customers, we propose data mining techniques. Based on a case study of luxury hotels in South Korea, this paper demonstrates the usefulness and practicality of the proposed data mining techniques.

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References

2000Mastering Data Mining: The Art and Science of Customer Relationship Management 1988Key Factors in Guest Satisfaction 1987The measurement of gaps in the quality of hotel services

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