An Efficient Method to Identify Customer Value in Tourist Hotel Management

Abstract

Fierce market competition forces tourist enterprise to put more and more attention on the demands of the customer. Customer relationship management (CRM) becomes increasingly important in tourist industry. Identify valuable customers and cultivate these valuable customers is the two basic tasks of CRM. So it has significant meaning for manager to indentify the value of customers. In this paper, we introduce a more convenient statistical method based on RFM (Recency, Frequency, Monetary value) analysis (Xiaoyu Zhao, 2005) to the customer value identification in tourist hotel. We study how to use this method in the management of a tourist hotel. The convenience and importance of this method are demonstrated through comprehensive analysis.