Conference
Elección de canales y gestión de ingresos en servicios
| العنوان: | Elección de canales y gestión de ingresos en servicios |
|---|---|
| المؤلفون: | Bigné, Enrique, Sagrado, Salvador, William, Edu |
| المصدر: | XXVIII Congreso de Marketing AEMARK, Bloque 2, p. 398-402 |
| بيانات النشر: | ESIC Editorial |
| سنة النشر: | 2016 |
| المجموعة: | Universidad de Las Palmas de Gran Canaria: Acceda |
| مصطلحات موضوعية: | 531290 Economía sectorial: turismo, Onmicanal, Gestión de ingresos, Marketing de servicios, Reservas hoteleras, Partial least squares, Onminchannel, Revenue management, Services marketing, Hotel reservations |
| الوصف: | Este trabajo evalúa la influencia del canal en los ingresos en un entorno omnicanal en el sector de los servicios. Este estudio asume un precio determinado y el mismo tipo de servicios en cada canal. Mediante el análisis de una base de datos de 41,024 reservas de hoteles que abarca 2.500 hoteles situados en España, nuestros resultados muestran que la integración de canales estimula el crecimiento de las ventas en función del tipo de hotel, el tamaño y la calidad. El tipo de canal por si mismo no afecta a los ingresos totales, sino que son la variable de cupo asignado a cada canal el elemento clave a optimizar para la maximización de ingresos para un precio establecido. ; This paper assesses the influence of the channel on revenues in a cross-channel setting for the services domain. This study assumes a given fixed price and the same type of services in each channel. Employing a dataset of 41,024 hotel reservations embracing 2,500 hotels located in Spain our findings reveal that cross-channel integration stimulates sales growth depending of the type of hotel, size, and quality. The channel type itself does not affect total revenue, rather it is the quota assigned to each channel the key element for maximizing income for a given price. ; 402 ; 398 |
| نوع الوثيقة: | conference object |
| اللغة: | Spanish; Castilian |
| ردمك: | 978-84-16701-48-3 84-16701-48-2 |
| Relation: | XXVIII Congreso de Marketing AEMARK; http://hdl.handle.net/10553/111133; Sí |
| الاتاحة: | http://hdl.handle.net/10553/111133 |
| رقم الانضمام: | edsbas.FCF35811 |
| قاعدة البيانات: | BASE |
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