From whom to why, understanding customer’s intention with the use of persona
Résumé
The aim of this paper is to propose an alternative solution to the who segmentation. By using the persona tool, it has been possible to develop a why segmentationbased on customers’ intention(s)–motivation(s). Following qualitative interviews, three personas have been created: the first persona is firstly interested by the hotel’scharacteristics and services, the second persona is attracted firstly by the placewhere the hotel is located, and finally, the third persona is looking for both elements. To conclude the paper suggests implications for hotel’s managers and proposes a model regarding the quality of the hotel’s experience
Domaines
Sciences de l'Homme et Société
Fichier principal
ttra2017_abstract_from_whom_to_why_understanding_customers_intention_with_the_use_of_persona.pdf (373.21 Ko)
Télécharger le fichier
Loading...