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| Tekijä: | Victorino, L. Karniouchina, E. Verma, R. |
| Otsikko: | Exploring the use of the abbreviated technology readiness index for hotel customer segmentation |
| Lehti: | Cornell hospitality quarterly: hospitality leadership through learning
2009 : AUG, VOL. 50:3, p. 342-359 |
| Asiasana: | hotel management marketing market segmentation customers segmentation preferences technology |
| Kieli: | eng |
| Tiivistelmä: | In this article, using of the abbreviated Technology Readiness Index (TRI) is proposed to improve the effectiveness of customer profiling, both for technology use and also more generally for market segmentation. The abbreviated TRI was found to be a useful segmentation tool, allowing for managers to form cohesive customer segments, each with a particular attitude toward technology and with its own demographic characteristics and usage patterns. This study will aid managers to tailor the technology offerings to the needs and preferences of different segments based on their comfort with technology. |
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