Основні рецензенти
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Прушківська Емілія Василівна - Національний університет «Запорізька політехніка»
Мушникова Світлана Анатоліївна - Український державний університет науки та технологій
Пилипенко Юрій Іванович - Національний технічний університет «Дніпровська політехніка»
Смєсова Вікторія Леонідівна - Національний технічний університет «Дніпровська політехніка»
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Бєлобородова Марія Валеріївна - Національний технічний університет «Дніпровська політехніка»
Амоша Олександр Іванович - Інститут економіки промисловості Національної академії наук України
Залознова Юлія Станіславівна - Інститут економіки промисловості Національної академії наук України
Ареф’єва Олена Володимирівна - Національний авіаційний університет
Прохорова Вікторія Володимирівна - Українська інженерно-педагогічна академія
Єрмошкіна Олена Вячеславівна - Національний університет «Львівська політехніка»
Пашкевич Марина Сергіївна - Національний технічний університет «Дніпровська політехніка»
Усатенко Ольга Володимирівна - Національний технічний університет «Дніпровська політехніка»
Чуріканова Олена Юріївна - Національний технічний університет «Дніпровська політехніка»
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Бойченко Микола Вікторович - Національний технічний університет «Дніпровська політехніка»
Трифонова Олена Василівна - Національний технічний університет «Дніпровська політехніка»
Швець Василь Якович - Національний технічний університет «Дніпровська політехніка»
Красовська Олена Юріївна - Національний технічний університет «Дніпровська політехніка»
Касян Сергій Якович - Національний технічний університет «Дніпровська політехніка»
Петруня Юрій Євгенович - Університет митної справи та фінансів
| Issues | Sections | Authors | Keywords |
Article
| Issue: | 2024 №4 (88) |
| Section: | Tourism and Recreation |
| UDK: | 640.4:658.8 |
| DOI: | https://doi.org/10.33271/ebdut/88.162 |
| Article language: | Ukrainian |
| Pages: | 162-169 |
| Title: | Personalization of marketing communications in the hotel and restaurant business: tools for increasing customer loyalty |
| Authors: | Bezuhla L. S., Dnipro University of Technology, Kuvaieva T. V., Dnipro University of Technology, Yazina V. A., Dnipro University of Technology |
| Annotation: | Methods. Using the methods of analysis and synthesis, a detailed analysis of literary sources, scientific articles and practical cases related to marketing communications in the hospitality sector was carried out. The results obtained were synthesized to form a generalized picture of the state of personalization in the industry. The grouping method was used to systematize marketing communications personalization tools by types of communication channels (CRM systems, mobile applications, loyalty programs, etc.). The study was carried out using a systems approach, which allowed us to consider personalized marketing communications as a complex process that includes data collection, customer segmentation, creation of personalized offers and their implementation through various communication channels. Results. It is proven that thanks to the rapid development of digital technologies, the hotel and restaurant industry is introducing innovations such as online booking, mobile applications, automation of service processes, as well as personalized services, which allows to increase the level of customer satisfaction and loyalty. A detailed study of personalized marketing communications tools in the hotel and restaurant business has been carried out. It has been proven that personalized marketing communications are a powerful tool for increasing customer engagement and increasing sales, allowing to create an individual experience for each client, which helps strengthen the brand, increase its competitiveness and long-term consumer loyalty. Novelty. The author's definition of the essence of personalized marketing communications in the hotel and restaurant business is proposed as the process of creating individual marketing messages and offers for specific customers or audience segments based on their preferences, behavior, previous purchases and other collected information. Also, the novelty lies in the development of the author's methodology for personalizing marketing communications, which includes a comprehensive approach to data collection, segmentation, analysis and implementation of personalized offers. The proposed methodology allows you to increase the competitiveness of hotel and restaurant businesses. The practical value of the study lies in the possibility of using the developed methodology by enterprises of the hotel and restaurant business to increase the level of customer loyalty, increase revenues and improve reputation in the market. The methodology can be adapted for different market segments and business scales, which makes it universal for use in modern competition. |
| Keywords: | Hospitality, Personalized services, Loyalty programs, Marketing communications, Hotel and restaurant business, Image |
| File of the article: | EV20244_162-169.pdf |
| Literature: |
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Editor-in-Chief
Makurin A. A., Doctor of Economic Sciences, Professor, Department of International Relations and Audit, Dnipro University of Technology
Deputy Editors-in-Chief:
Buleev I. P., Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine
Vahonova O. H., Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology
Chair of the Editorial Board
Bezuhla L. S., Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology
Members of the Editorial Board:
- Andrii Andriiovych Makurin, Doctor of Economic Sciences, Professor, Professor at the Department of International Relations and Audit, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-8093-736X - Oleksandra Hryhorivna Vahonova, Doctor of Economic Sciences, Professor, Head of the Department of Applied Economics, Entrepreneurship and Public Administration, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0001-6553-7771 - Liudmyla Serhiivna Bezuhla, Doctor of Economic Sciences, Professor, Head of the Department of Tourism and Enterprise Economics, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6520-4325 - Maryna Illivna Ivanova, Doctor of Economic Sciences, Professor, Professor at the Department of Management, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1130-0186 - Oksana Vitaliivna Bashtannyk, Doctor of Sciences in Public Administration, Professor, Professor at the Department of History, Political Theory and Law, Dnipro University of Technology, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-4067-3261 - Olena Olehivna Akhmedova, Doctor of Sciences in Public Administration, Associate Professor, Professor at the Department of Tourism and Hotel and Restaurant Business, Kyiv National University of Technologies and Design, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1573-7710 - Mykola Petrovych Horodyskyi, Candidate of Economic Sciences, Associate Professor, Zhytomyr Polytechnic State University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2093-5263 - Eleonora Yuriivna Tereshchenko, Candidate of Economic Sciences, Associate Professor, Associate Professor at the Department of Enterprise Economics and Finance, Kyiv National University of Trade and Economics, Ministry of Education and Science of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-2272-5224 - Valentyna Andriivna Pavlova, Doctor of Economic Sciences, Professor, Professor at the Department of Entrepreneurship, Alfred Nobel University, Dnipro, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6762-8041 - Ivan Petrovych Buleev, Doctor of Economic Sciences, Professor, Chief Researcher, Department of Enterprise Economics, Institute of Industrial Economics of the National Academy of Sciences of Ukraine, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-7912-3649 - Olha Volodymyrivna Zakharova, Candidate of Economic Sciences, Associate Professor at the Department of International Economic Relations, Vasyl Stefanyk Carpathian National University, Ukraine, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-8718-0205 - Joanna Rosak-Szyrocka, PhD, Assistant Professor at Częstochowa University of Technology, Poland
https://wis.pcz.pl/wykladowcy---sprawozdawczosc/dr-joanna-rosak-szyrocka
https://orcid.org/0000-0002-5548-6787 - Jolanta Miko Nalivaike, Doctor of Social Sciences, specializing in Management, Vice-Dean of the Faculty of Business Management, Associate Professor at the Department of Management, Vilnius Gediminas Technical University (VILNIUS TECH), Lithuania, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0003-1009-4111 - Marat Kuralbekovich Kamysbayev, Doctor of Economic Sciences, Professor, Department of Management and Mathematical Economics, Kazakh National Research Technical University, Almaty, 050000, Kazakhstan, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6952-6030 - Jan Skonieczny, PhD in Economics, Assistant Professor at the Department of Organization and Management, Wrocław University of Science and Technology, Poland, This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-1027-991X
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