文章基本信息

标题：IMPROVING CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL INDUSTRY BY DATA MINING TECHNIQUES
本地全文：下载
作者：Mirela DANUBIANU ; Valentin Cristian HAPENCIUC
期刊名称：Annals of the University of Craiova: Economic Sciences Series
印刷版ISSN：1223-365X
电子版ISSN：1843-3723
出版年度：2008
卷号：7
页码：3261-3268
语种：English
出版社：Universitaria Craiova
摘要：It’s a fact that a successful company not only put customers first,but put customers at the center of the organization because the changes in customer behavior determines unpredictable profitability and may be the cause for inefficient marketing planning. The main goal of CRM is the capability to handle customer interaction across different channels and functions,for building loyal and profitable customer relationships. Although cost cutting and competitive pricing strategies may attract customers from competitors,in many services industries price advantages are not a sufficient reason for customers moving between suppliers.In these situations successful competitive strategies include developing strong relationships with customers and cross-selling them other services. Data mining - techniques for exploration and analysis of large quantities of data in order to discover meaningful patterns and rules - helps businesses sift through layers of seemingly unrelated data for meaningful relationships,where they can anticipate,rather than simply react to,customer needs.
关键词：CRM;data mining hotel industry