BUILDING CUSTOMER VALUE IN THE HOSPITALITY INDUSTRY: TOWARDS THE DEFINITION OF A CUSTOMER-CENTRIC INFORMATION SYSTEM
Increasing occupancy rates and revenue by improving customer experience is the aim of modern hospitality organizations. To achieve these results, hotel managers need to have a deep knowledge of customers' needs, behavior, and preferences and be aware of the ways in which the services delivered create value for the customers and then stimulate their retention and loyalty. In this article a methodological framework to analyze the guest–hotel relationship and to profile hotel guests is discussed, focusing on the process of designing a customer information system and particularly the guest information matrix on which the system database will be built.
Keywords: Customer information system; Customer loyalty; Customer relationship management; Guest information matrix; Hospitality
Document Type: Research Article
Affiliations: CISET (International Center of Studies on the Tourist Economy), Ca' Foscari University, Venice, Italy
Publication date: 01 January 2003
- Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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