Identifying high-value airlines customers for strategies of online marketing systems

Identifying high-value airlines customers for strategies of online marketing systems PurposeThe purpose of this study is to discover valuable customers for enterprises. The international market of Taiwan airlines can be enhanced; thus, this study aims at Taiwan’s airline market as a research area.Design/methodology/approachThis research uses data mining technologies with a proposed model to analyse airline customer values for big data online marketing systems, such as customer relationship management (CRM) system. The research applied supervised apriori algorithm, socio-economic variables and a proposed model to discover the rules/markets.FindingsThe results show that eight markets were discovered and three association rules were established for business systems of airlines.Originality/valueThe valuable travellers/markets can be discovered by this research. By collecting shoppers’ transactional data, global online CRM and point of sales (POS) systems can be big data marketing systems. The research framework can be easily applied in online CRM/POS or big data marketing systems for international airlines; however, it is for other global businesses as well. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Kybernetes Emerald Publishing

Identifying high-value airlines customers for strategies of online marketing systems

Kybernetes , Volume 47 (3): 14 – Mar 5, 2018

Loading next page...
 
/lp/emerald/identifying-high-value-airlines-customers-for-strategies-of-online-gE4OjIuoX4
Publisher
Emerald Group Publishing Limited
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0368-492X
D.O.I.
10.1108/K-12-2016-0348
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this study is to discover valuable customers for enterprises. The international market of Taiwan airlines can be enhanced; thus, this study aims at Taiwan’s airline market as a research area.Design/methodology/approachThis research uses data mining technologies with a proposed model to analyse airline customer values for big data online marketing systems, such as customer relationship management (CRM) system. The research applied supervised apriori algorithm, socio-economic variables and a proposed model to discover the rules/markets.FindingsThe results show that eight markets were discovered and three association rules were established for business systems of airlines.Originality/valueThe valuable travellers/markets can be discovered by this research. By collecting shoppers’ transactional data, global online CRM and point of sales (POS) systems can be big data marketing systems. The research framework can be easily applied in online CRM/POS or big data marketing systems for international airlines; however, it is for other global businesses as well.

Journal

KybernetesEmerald Publishing

Published: Mar 5, 2018

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from Google Scholar, PubMed
Create lists to organize your research
Export lists, citations
Access to DeepDyve database
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off