| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理所 === 94 === ABSTRACT
Under the intense competition within the tourist industry, hotel hosts are actively
studying CRM to attract and keep the most important customers. How to allot
customers to fully utilize hotel resources and characteristics, design a customary tourist
accommodation product set, attract more consumers, and raise a customer’s satisfaction
and returning rate are the hotel’s primary issues. A business systematic database can
provide objective and helpful information and aid to partition customers and be used as
the reference for making sales decisions. It helps to manage customer relationships
and prompts hotel’s profit and competitiveness.
This study case was taken from examples of the international tourist
hotels—analyses and researches of customer profile data and 44,307 transaction records
in hotels from 2002 to 2005. This study summated brand accepted the time length
concept with RFM as the foundation to analyze customer’s value by using the data
mining technique to cluster customers. With the clustered result, development for the
classification model and the marketing combination assisted the sales department to
select the first priority customers, to design the most proper products, and to undertake
the best sales campaign.
The results of this hotel study case shows that after the hotels adapted the
improved RFMT model and utilized the clustering and classifying techniques of data
mining, all customers were separated effectively and precisely, including emerging
customers, low value customers, stagnated customers, and loyal customers. According
to the customer data clustering result, the established classification database decision
tree, and the marketing mix association analysis provided the referred information for
decision makers to make a proper sales strategy.
|
|---|
