Izvorni znanstveni članak
Cluster analysis as a tool of guests segmentation by the degree of their demand
Damijan Mumel
; University of Maribor, Faculty of Economics and Business
Boris Snoj
; University of Maribor, Faculty of Economics and Business
Sažetak
Authors demonstrate the use of cluster analysis in finding out (ascertaining) the homogenity/heterogenity of guests as to the degree of their demand. The degree of guests’ demand is defined according to the importance of perceived service quality components measured by SERVQUAL, which was adopted and adapted, according to the specifics of health spa industry in Slovenia. Goals of the article are: (a) the identification of the profile of importance of general health spa service quality components, and (b) the identification of groups of guests (segments) according to the degree of their demand in the research in 1991 compared with 1999. Cluster analysis serves as useful tool for guest segmentation since it reveals the existence of important differences in the structure of guests in the year 1991 compared with the year 1999. The results serve as a useful database for management in health spas.
Ključne riječi
cluster analysis; customer segmentation; tourism and hospitality; spa industry; Slovenia
Hrčak ID:
184555
URI
Datum izdavanja:
13.7.2017.
Posjeta: 805 *