engleski

Customer Profitability Approach: Measurement and Research Directions in the Hospitality Industry

This paper provides a conceptual and methodological framework for measuring customer profitability by introducing a market-oriented managerial accounting system in the hospitality industry. Customer accounting will be examined within the theoretical framework of strategic- oriented accounting. Particular emphasis is placed on the precise specification of the input into a profitability analysis and the measures of the degree of profit concentration among customers. Based on empirical research carried out in Croatian hotels, the aim of this paper is to examine the use of CPA and market-oriented managerial accounting in the Croatian hotel industry. Calculating customer profitability is not possible on the basis of the USALI system. However, marketing planning in hotels focuses on market segmentation, with specific marketing activities and packages targeted at individual market segments or customer groups. Thus there is a mismatch of information, with accountants producing information for departments, whilst revenue managers are making decisions on market segments and customer groups. Therefore, the activity-based costing (ABC) method should be implemented to trace the costs to customer segments (Dunn&Brooks, 1990 ; Noone&Griffin, 1999 ; Jankovic, 2001 ; Collini, 2006 ; Krahmal 2006) and meet the operating data requirements of revenue decision makers. However, the use of ABC in the hotel industry is very limited (Graham 2000 ; Pavlatos&Paggios 2009)

tourists ; guests ; customer profitability ; hospitality industry ; performance measurement ; strategic accounting ; revenue management

nije evidentirano