The Construction Of The Customer Value Evaluation Model For Upscale Hotels

With the approach of service economy,the development of high-end service business is changing all the time.In the competitive upscale hotels market,the key to adapting the transformation is creating value and improving service quality.To strengthen the customer relationship management(CRM)is very important to upscale hotel market competitiveness,and the evaluation of customer value is the core link of customer relationship management(CRM).Based on the theory of customer value,and referred to other scholar's research,this paper gives a definition of the customer value is the customer' s creation of economic benefits and the sum of potential future earnings for the hotel,which can be divided into two dimensions:current value and potential value.Combining with the upscale hotels customers consuming character,this study builds a customer value evaluation model suitable for upscale hotels,which includes current value and potential value.The customer current value measurements include customer's consumption amount,purchases,and service cost.The potential value measurements include the satisfaction and loyalty.Specific quantitative indicators include:average consumption amount,length of stay,the service cost,product upgrading,and the number of consumption.In the process of practical application,different types of upscale hotels can adjust these indicators according to their own customer consumption characteristics.In the part of empirical research,we adopted a sample of customers consumption data provided by a upscale hotel.We divide the customer value evaluation results into four grades:ordinary customers,primary customers,intermediate customers and advanced customers.Using data mining technology the BayesNet,the study analyzes customer value and divides grades.By comparing the actual classification provided by the hotel we get the model prediction accuracy,proving the effectiveness and practicability of the model.Creatively,this study joined two new indicators Retention and Recency into the model,helping the hotels to better identify valuable customers.The contribution of this study is standing in the perspective of enterprise,to build a practical and general customer value evaluation model for the upscale hotels.Join the three indicators Satisfaction,Retaining Life and Rcency into basic model is to enrich the customer value theory.Consideration of the customer consumption amount and frequency is helpful for the hotels in evaluating customer value,changing the customer relationship management strategy and marketing,providing customized products and personalized service for different types of customers.