Mining high value travelers using a new model designed for online CRM systems: a case study in Taiwan

Abstract

The purpose of this research is to investigate the mining of high value travelers for online travel agencies. For the research the AHP (analytic hierarchy process) procedure was applied with a new model of customer value on a database (RFM model based). In this article, the customer values of online travelers can be analyzed via a proposed equation (FMLC-CV), and the travelers can be ranked via a proposed FMLC model and the AHP procedure. According to the research logic, high value travelers can be discovered in the travelers’ database. Through the value ranking the value markets can be clustered according to value scores as well. The results can be applied to online CRM systems to help the travel industry realize the high value markets of travelers, and implement various marketing plans for different markets.

First published online: 02 Oct 2014

Keyword : AHP procedure, RFM model, FMLC-CV equation, FMLC model, CRM systems