Use of customer value measures in the creation of distribution lists: application to the hospitality sector
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://www.dosalgarves.com/index.php/dosalgarves/article/view/20 |
Resumo: | Nowadays, the globalization, business competitiveness, the development of information and communication technologies and the modifications in the profile of consumers, more demanding, better informed and with new/different needs, put business face to new challenges. In this environment, the loyalty of its customers plays an important role, being relevant to know them in depth, maintaining long-term relationships, adjusting the proposed solutions products/services and equating the forms and timing to present them, in order to increase the value of their customer base. The aim of this article is to describe the development of an application that enables organizations to have an integrated view of the value of their customers. An analysis was performed to the customer’s database of the organization, according to the RFM (Recency, Frequency and Monetary) method and CLV (Customer Lifetime Value) computation. Based on its results a dashboard has been developed that allows obtaining summaries of the most relevant information and the possibility of extracting data for further use in target lists in the development of marketing campaigns. |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Use of customer value measures in the creation of distribution lists: application to the hospitality sectorUtilização de medidas de valor do cliente na criação de listas de distribuição: aplicação ao setor hoteleiroCLV; CSV; database marketing; RFM; segmentation; target listsCLV; CSV; database marketing; RFM; segmentação; target listsNowadays, the globalization, business competitiveness, the development of information and communication technologies and the modifications in the profile of consumers, more demanding, better informed and with new/different needs, put business face to new challenges. In this environment, the loyalty of its customers plays an important role, being relevant to know them in depth, maintaining long-term relationships, adjusting the proposed solutions products/services and equating the forms and timing to present them, in order to increase the value of their customer base. The aim of this article is to describe the development of an application that enables organizations to have an integrated view of the value of their customers. An analysis was performed to the customer’s database of the organization, according to the RFM (Recency, Frequency and Monetary) method and CLV (Customer Lifetime Value) computation. Based on its results a dashboard has been developed that allows obtaining summaries of the most relevant information and the possibility of extracting data for further use in target lists in the development of marketing campaigns.Atualmente, a globalização, a competitividade empresarial, o desenvolvimento das tecnologias da informação e comunicação e a alteração do perfil do consumidor, colocam as empresas perante novos desafios. Neste ambiente, a fidelização de clientes assume um papel importante, sendo fundamental conhecê- los de forma aprofundada através da manutenção de relacionamentos de longo prazo, ajustando as propostas de soluções de produtos/serviços e equacionando as formas e timings da sua apresentação, com a finalidade de aumentar o valor da sua base de clientes. O objetivo deste artigo consiste em descrever o desenvolvimento de uma aplicação que permita às organizações obter uma visão integrada do valor dos seus clientes. Foi efetuada uma análise à base de dados de clientes, de acordo com as técnicas RFM (Recency, Frequency e Monetary) e CLV (Customer Lifetime Value), e com base nos seus resultados foi desenvolvido um dashboard com resumos da informação mais pertinente e a possibilidade de extração de dados para posterior utilização em target lists no desenvolvimento de campanhas de marketing.Dos Algarves: Tourism, Hospitality & Management JournalDos Algarves: Tourism, Hospitality & Management Journal2017-01-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://www.dosalgarves.com/index.php/dosalgarves/article/view/20Dos Algarves: Tourism, Hospitality & Management Journal; n. 23 (2014); 51-74Dos Algarves: Tourism, Hospitality & Management Journal; n. 23 (2014); 51-742182-5580reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.dosalgarves.com/index.php/dosalgarves/article/view/20https://www.dosalgarves.com/index.php/dosalgarves/article/view/20/136Copyright (c) 2015 Dos Algarves: A Multidisciplinary e-Journalinfo:eu-repo/semantics/openAccessCascada, Pedro; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e TurismoRamos, Célia; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e TurismoSousa, Carlos; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo2024-01-27T07:45:31Zoai:ojs.dosalgarves:article/20Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:58:06.755671Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector Utilização de medidas de valor do cliente na criação de listas de distribuição: aplicação ao setor hoteleiro |
title |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
spellingShingle |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector Cascada, Pedro; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo CLV; CSV; database marketing; RFM; segmentation; target lists CLV; CSV; database marketing; RFM; segmentação; target lists |
title_short |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
title_full |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
title_fullStr |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
title_full_unstemmed |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
title_sort |
Use of customer value measures in the creation of distribution lists: application to the hospitality sector |
author |
Cascada, Pedro; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo |
author_facet |
Cascada, Pedro; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo Ramos, Célia; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo Sousa, Carlos; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo |
author_role |
author |
author2 |
Ramos, Célia; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo Sousa, Carlos; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Cascada, Pedro; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo Ramos, Célia; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo Sousa, Carlos; Universidade do Algarve, Escola Superior de Gestão, Hotelaria e Turismo |
dc.subject.por.fl_str_mv |
CLV; CSV; database marketing; RFM; segmentation; target lists CLV; CSV; database marketing; RFM; segmentação; target lists |
topic |
CLV; CSV; database marketing; RFM; segmentation; target lists CLV; CSV; database marketing; RFM; segmentação; target lists |
description |
Nowadays, the globalization, business competitiveness, the development of information and communication technologies and the modifications in the profile of consumers, more demanding, better informed and with new/different needs, put business face to new challenges. In this environment, the loyalty of its customers plays an important role, being relevant to know them in depth, maintaining long-term relationships, adjusting the proposed solutions products/services and equating the forms and timing to present them, in order to increase the value of their customer base. The aim of this article is to describe the development of an application that enables organizations to have an integrated view of the value of their customers. An analysis was performed to the customer’s database of the organization, according to the RFM (Recency, Frequency and Monetary) method and CLV (Customer Lifetime Value) computation. Based on its results a dashboard has been developed that allows obtaining summaries of the most relevant information and the possibility of extracting data for further use in target lists in the development of marketing campaigns. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-01-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.dosalgarves.com/index.php/dosalgarves/article/view/20 |
url |
https://www.dosalgarves.com/index.php/dosalgarves/article/view/20 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.dosalgarves.com/index.php/dosalgarves/article/view/20 https://www.dosalgarves.com/index.php/dosalgarves/article/view/20/136 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Dos Algarves: A Multidisciplinary e-Journal info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Dos Algarves: A Multidisciplinary e-Journal |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Dos Algarves: Tourism, Hospitality & Management Journal Dos Algarves: Tourism, Hospitality & Management Journal |
publisher.none.fl_str_mv |
Dos Algarves: Tourism, Hospitality & Management Journal Dos Algarves: Tourism, Hospitality & Management Journal |
dc.source.none.fl_str_mv |
Dos Algarves: Tourism, Hospitality & Management Journal; n. 23 (2014); 51-74 Dos Algarves: Tourism, Hospitality & Management Journal; n. 23 (2014); 51-74 2182-5580 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799137066265608192 |