Customer Clustering and Marketing Optimization in Hospitality: A Hybrid Data Mining and Decision-Making Approach from an Emerging Economy

Customer Clustering and Marketing Optimization in Hospitality: A Hybrid Data Mining and Decision-Making Approach from an Emerging Economy

This study introduces a novel Recency, Monetary, and Duration (RMD) model for customer classification in the hospitality industry. Using a hybrid approach that integrates data mining with multi-criteria decision-making techniques, this study aims to identify valuable customer segments and optimize m...

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Bibliographic Details
Main Authors: Maryam Deldadehasl, Houra Hajian Karahroodi, Pouya Haddadian Nekah
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Tourism and Hospitality
Subjects:
hospitality marketing
customer retention
RMD
TOPSIS
association rules
K-means
Online Access:https://www.mdpi.com/2673-5768/6/2/80
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