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The Dynamic Model Of Customer Focus Management In The Hotel Business Based On Markov Chains
[Full Text]
AUTHOR(S)
Svitlana Bondarenko, Yuriy Robul, Oksana Dyshkantiuk, Anastasiia Mohylova, Svitlana Salamatina, Igor Komarnitskyi
KEYWORDS
Customer Focus Management, Estimation model, Hospitality, Hotel Business, Markov Chains, Probabilistic models, Regression model.
ABSTRACT
The requirements of tourists for hotel service are growing as worthy competitive offers appear on the market. In current conditions, the hospitality industry is facing a high level of competition and the high volatility of customer preferences. To develop and maintain their financial position, hotels are forced to look for new ways to effectively manage. Management methods based on anonymous mass production are again giving way to Customer Relationship Management. The transition of companies to customer-oriented business allows you to increase their profits and work efficiency.
The article reflects the main trends of customer focus management in the hotel business. Methods are also proposed that will allow:
1. To adapt the main provisions of the personnel movement model to the task of managing the client base of the company, which will enable us to consider as a control object not a single client, but a group of clients.
2. When distributing clients into groups, take into account such indicators as the period of interaction with the hotel, the number of bookings made, the categories of services purchased, the socio-demographic characteristics of the client to take into account the varying degrees of influence of marketing events on different groups of clients.
3. As a management criterion, consider increasing the amount of net profit from the client, and not the likelihood of a purchase being made by the client.
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