APPLICATION OF DATA MINING FOR CUSTOMER RELATIONSHIP MANAGEMENT IN THE HOTEL INDUSTRY
Keywords:
Data Mining, Customer Relationship Management, Hotel Industry, TaiwanAbstract
In recent years, data mining has been widely utilized by many businesses such as shopping centers, department stores, and banks. By using data mining, a business can extract hidden information’s customers from large databases to target and identify valuable customers. However, this technique is still rarely applied to the hotel industry. To seek long-term business relations with their customers, the hotel industry must look into Customer Relationship Management (CRM) and treat it as one of the top priority management issues. The qualitative research approach were undertaken to understand the concept of data mining and CRM in this study. The applications of data mining in CRM in Taiwan’s hotel industry were investigated by means of personal in-depth interviews. According to the result of this study, data mining has increasingly become a popular CRM technique in Taiwan. A recommended process describing the procedures of using data mining were also proposed in this study for the hotel industry in Taiwan.
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