Extending the Boundaries of Customer Accounting: Applications in the Hotel Industry
Author(s)
Guilding, Christopher
Kennedy, Amanda
McManus, Lisa
Year published
2001
Metadata
Show full item recordAbstract
In the context of the accounting, hospitality, and marketing literatures, this article explores the potential of applying novel customer accounting methodologies to hotel management. A review of the accounting literature has revealed little consideration given beyond allocating costs differentially across customers. The restricted nature of this approach is highlighted by considering differences in hotel patrons' purchasing patterns occurring subsequent to the purchase of accommodation. Attention is also drawn to the minimal degree to which accounting commentaries have built on the "relationship marketing" philosophy that ...
View more >In the context of the accounting, hospitality, and marketing literatures, this article explores the potential of applying novel customer accounting methodologies to hotel management. A review of the accounting literature has revealed little consideration given beyond allocating costs differentially across customers. The restricted nature of this approach is highlighted by considering differences in hotel patrons' purchasing patterns occurring subsequent to the purchase of accommodation. Attention is also drawn to the minimal degree to which accounting commentaries have built on the "relationship marketing" philosophy that has recently commanded much attention in the marketing literature. In light of this philosophy, the notion of customers as assets is promoted and consideration is given to the methodology and implications of valuing customers as assets.
View less >
View more >In the context of the accounting, hospitality, and marketing literatures, this article explores the potential of applying novel customer accounting methodologies to hotel management. A review of the accounting literature has revealed little consideration given beyond allocating costs differentially across customers. The restricted nature of this approach is highlighted by considering differences in hotel patrons' purchasing patterns occurring subsequent to the purchase of accommodation. Attention is also drawn to the minimal degree to which accounting commentaries have built on the "relationship marketing" philosophy that has recently commanded much attention in the marketing literature. In light of this philosophy, the notion of customers as assets is promoted and consideration is given to the methodology and implications of valuing customers as assets.
View less >
Journal Title
Journal of Hospitality & Tourism Research
Volume
25
Issue
2
Publisher URI
Copyright Statement
© 2001 Sage Publications. Reproduced in accordance with the copyright policy of the publisher. First published in Journal of Hospitality & Tourism Research. This journal is available online: http://jht.sagepub.com/content/vol25/issue2/
Subject
Commercial services
Tourism