Applying Data Mining Tools and Techniques for Effective Customer Relationship Management (Crm) of Ethiopia Hotel
No Thumbnail Available
Date
2005-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
These days there are a lot of hotels built with high standard and better quality of services in
Ethiopia. Ethiopia hotel is one of the historical hotels in Ethiopia. To compete with those
hotels having higher standards and keep its own customer loyal and profitable, Ethiopia
hotel should understand its own customer's data and make use of the information
understood. And data mining is power fitly tool for extracting this use fid information,
particularly, for supporting good CRM by providing important knowledge about the
customers. This study aimed at applying data mining technology on Ethiopia hotel's
customer data for identifying valuable customer segments and their be ha vibrato support for
better CR M (Customer Relationship Management) in the hotel.
In this study , to prepare the data, data preparation tasks including cleaning missing value,
smoothing outliers, and transformation and aggregation were made. By using the data
mining tool called Knowledge Studio , clustering and classification models were built. The
clustering model was used to identify customer segments. From this model five defined and
meaningful clusters (customer segments) were identified.
The classification model was built to generate rules used to develop a simple customer
classification prototype that can help to classify new customer re cords to one of customer
segments with the description of each customer clusters. The findings of this study would
encourage business organizations to work on the application of data mining technology for
better customer relationship management, and as a result gain a competitive advantage
Description
Keywords
Information Science