2019
DOI: 10.1177/2043886919870543
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Data analytics dilemma at Alpen Hotel

Abstract: Data analytics is currently the buzzword for the hospitality industry to stay ahead of their competitors. Service providers use data analytics to ensure their brand remains relevant for customers. Using data analytics in customer relationship management is a relatively novel initiative for the hospitality industry to enhance the efforts of customer relationship management. Obtaining customers’ data (i.e. customers’ hotel stay and preferences) provides both opportunity and challenges for the hospitality industr… Show more

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