Model przewidywania lojalności klientów ogólnopolskiej sieci biur podróży

Izabela Michalska-Dudek

Abstract

The article presents the proposal of a model – based on artificial neural networks – predicting loyalty of tourist services customers along with the example of its application and verification for the nationwide franchise network of travel agencies in Poland. Based on the historical data referring to the purchase characteristics, activities and history of the existing clients of a tourist multi-agent, the author suggested the construction of a prediction model for behavioural loyalty of clients, which will allow for dividing customers into groups featuring different levels of risks related to losing a client and chances for making further purchases, to be followed by developing adequate marketing activities for the particular groups of clients. Moreover, the model will facilitate the identification of key factors influencing the occurrence of customer loyalty in terms of tourist services, such as: tourist event duration, number of purchased offers and time between the booking date and the date of a tourist event commencement.
Author Izabela Michalska-Dudek (EMaT / DMaTM)
Izabela Michalska-Dudek,,
- Department of Marketing and Tourism Management
Journal seriesLogistyka, ISSN 1231-5478, (B 10 pkt)
Issue year2015
No2 (CD nr 2)
Pages1279-1286
Languagepl polski
Score (nominal)10
ScoreMinisterial score = 0.0, 20-08-2019, ArticleFromJournal
Ministerial score (2013-2016) = 10.0, 20-08-2019, ArticleFromJournal
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