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IMPROVING CUSTOMER RELATIONSHIP MANAGEMENT IN HOTEL INDUSTRY BY DATA MINING TECHNIQUES
MIRELA DANUBIANU, VALENTIN CRISTIAN HAPENCIUC

Mirela DANUBIANU, Lecturer Ph. D. Eng, Ec.
“Stefan cel Mare” University of Suceava

Valentin Cristian HAPENCIUC, Associate Professor, Ph.D. Ec.
“Stefan cel Mare” University of Suceava Keywords CRM, data mining hotel industry

1. Introduction It’s a fact that a successful company not only put customers first, but put customers at the center of the organization because the changes in customer behavior determines unpredictable profitability and may be the cause for inefficient marketing planning. The main goal of CRM is the capability to handle customer interaction across different channels and functions, for building loyal and profitable customer relationships. Although cost cutting and competitive pricing strategies may attract customers from competitors, in many services industries price advantages are not a sufficient reason for customers moving between suppliers. In these situations successful competitive strategies include developing strong relationships with customers and cross-selling them other services. Data mining - techniques for exploration and analysis of large quantities of data in order to discover meaningful patterns and rules - helps businesses sift through layers of seemingly unrelated data for meaningful relationships, where they can anticipate, rather than simply react to, customer needs. 2. An overview of CRM Customer Relationship Management (CRM) is an enterprise customer-centric approach that uses different techniques to understand and influence consumer behavior. It is a process which has two objectives: • to impact all aspects to the consumer relationship (improve customer satisfaction, enhance customer loyalty or increase profitability) • to ensure that employees within an organization are using CRM...

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