Abstract
The hospitality industry is extremely competitive due to factors such as overcapacity, low entry barriers, perishable nature of services and long lead times, in addition to rising customer expectations. One possible way to address this challenge is for hotels to use their large customer database to adapt their products and services to specific customer requirements. However, efficient and effective utilization of customer data requires that hotels align their data management and infrastructure with decision-making processes, thus ensuring that the right data are available at the right moment. Within a research on hotel decision making, this paper discusses the various issues that hotels need to deal with in order to make a more effective use of their customer data. First, we provide a classification of hotel decision-related customer data. Then we analyze the availability of customer data for decision-making during the various stages of the customer life cycle. Finally, we discuss how hotels can prioritize their data management efforts in accordance with the criticality of data-supported decision making, and conclude the paper with a summary.
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Acknowledgments
This work has been supported by the research project funded by the Spanish National Research Plan, reference DPI2008-04872, titled “Optimización de la asignación de infraestructuras de servicios mediante simulación - sectores hotelero y sanitario.”
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© 2012 Springer-Verlag London Limited
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Natarajan, R., Duran, A. (2012). Aligning Hotel Data Management for Customer-Related Resource Assignment Decisions. In: Sethi, S., Bogataj, M., Ros-McDonnell, L. (eds) Industrial Engineering: Innovative Networks. Springer, London. https://doi.org/10.1007/978-1-4471-2321-7_18
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DOI: https://doi.org/10.1007/978-1-4471-2321-7_18
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