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The hotels customer segmentation based on the CLV and customer loyalty and maintain research

Author: ShiYu
Tutor: QiuGuoDong
School: Dongbei University of Finance
Course: Tourism Management
Keywords: Hotel Customer Lifetime Value Customer Loyalty Customer Segmentation Customer retention
CLC: F719
Type: Master's thesis
Year: 2007
Downloads: 384
Quote: 1
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Abstract

With the market strategy to sell products for the purpose of service to the customer as the center, for the purpose of market strategy instead, to win customers, maintain good interactive relationship with customers on the service industry is particularly important. Based on the Pareto principle, 20% of customers create 80% of the profits of the high-quality customer corporate profits contributed greatly. How to identify quality customers, to maintain high-quality customer what will undoubtedly become another topic of customer relationship management. Domestic-owned hotel, the status quo is the overall large-scale but low overall profitability, backward management concepts and methods to study the fundamental reason, there is a big gap in customer management and foreign hotel. The hotel as a typical service-oriented enterprises, should be provided to the customer the best service, win loyal customers as the hotel to the survival and development guidelines. The hotel is the necessary scientific breakdown of customers, a more rational allocation of limited resources for different levels of customers to take targeted marketing tools to make them more satisfied, more loyal. Based on the above considerations, the purpose of this study is to propose a customer segmentation model that can guide Hotel actual work, customer relationship management period for the hotel, the hotel is more effective to keep customers with innovative proposals. The article is mainly constituted by the following five parts: Part I, Introduction. Explain Hotels customer segmentation and maintained in the background and customer segmentation relevant literature, standing in the combined segmentation of consumer and business point of view, based on customer lifetime value and customer loyalty segments. Finally, the research ideas presented in this article, the research framework and innovation. The second part, the customer lifetime value research. Calculation of customer lifetime value customer segmentation based on chapter describes the value of customer life-cycle theory, including the original calculation model of the customer life cycle, the concept of customer lifetime value, customer lifecycle. On this basis, the proposed correction model, and provide the basis for customer segmentation by measuring the customer's current value and future value. The third part, customer loyalty research. Customer loyalty theory including the concept of customer loyalty, influence factors of customer loyalty, and behavior dimensions and dimension of attitude on the classification of customers as well as customer loyalty hotel significance. The fourth part, the hotel customer segmentation model and customer retention. This part of the focus of this study, the hotel customer segmentation model, clearly a different type of customer the hotel profit contribution, should take a different marketing tools to maintain and develop different types of customers. Funding for different types of customers at the end of the chapter summarizes the hotel should be different. Part V, Conclusion. Summarize the theoretical basis of the segmentation model presented in this paper, subdivision standards and the hotel should be taken to maintain different levels of customer means. The highlight of this innovative shop and an outlook on future research directions. The innovation of this paper is mainly reflected in the following three aspects: 1. Improved customer segmentation model. Combined to establish the theory of value and customer loyalty through customer lifecycle customer segmentation model. 2. The new customer segmentation model for the first time to the hotel. By calculating the value of customer life cycle divided into different types of customers. 3. Combined with the actual situation of the hotel, and propose specific customer conservation measures.

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