Abstract
Increasing occupancy rates and revenue by improving customer experience is the aim of modern hospitality organizations. To achieve these results, hotel managers need to have a deep knowledge of customers’ needs, behavior, and preferences and be aware of the ways in which the services delivered create value for the customers and then stimulate their retention and loyalty. In this article a methodological framework to analyze the guest–hotel relationship and to profile hotel guests is discussed, focusing on the process of designing a customer information system and particularly the guest information matrix on which the system database will be built.
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