A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis

Fidel Pineda Bravo; Patricia Gonzalez Perez; Waldo Perez Garcia

doi:doi:10.11648/j.ajtab.20210704.12

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A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis

Fidel Pineda Bravo, Patricia Gonzalez Perez, Waldo Perez Garcia

Published in American Journal of Theoretical and Applied Business (Volume 7, Issue 4)

Received: 2 October 2021 Accepted: 26 October 2021 Published: 30 October 2021

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Abstract

Nowadays it is essential for tourism companies to provide increasingly personalized services, and to do so, the quality of the customer experience at an end-to-end level must be improved in every possible way. Customer journey mapping has become one of the most innovative and effective techniques to increase companies' knowledge of their customers. While traditional approaches provide an incomplete view of what actually happens during the journey and the inflection points that determine customer behaviour, a new technique has now been developed that, coupled with CJM, addresses all these limitations: process mining. Process mining techniques use the event logs that store customer decision information and provide a comprehensive map that describes customer behaviour during the stages of the customer lifecycle more effectively than previously employed approaches, not only in terms of the end result, but also in terms of resource savings. This paper shows the application of process mining to analyze a sales web logs to map the customer journey. By means of a case study, in a receptive travel agency, the results of the use of these techniques are presented, discovering the processes that better describe the traveller's behaviour and finding useful insights to improve the customers experiences during they stay in the destination Cuba.

Published in	American Journal of Theoretical and Applied Business (Volume 7, Issue 4)
DOI	10.11648/j.ajtab.20210704.12
Page(s)	81-89
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2021. Published by Science Publishing Group

Keywords

Customer Experiences, Customer Journey Map, Process Mining

References

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[6]	G. Bernard y P. Andritsos, «CJM-ex: Goal-oriented Exploration of Customer Journey Maps using Event Logs and Data Analytics», 2017.
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APA Style

Fidel Pineda Bravo, Patricia Gonzalez Perez, Waldo Perez Garcia. (2021). A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. American Journal of Theoretical and Applied Business, 7(4), 81-89. https://doi.org/10.11648/j.ajtab.20210704.12

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ACS Style

Fidel Pineda Bravo; Patricia Gonzalez Perez; Waldo Perez Garcia. A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. Am. J. Theor. Appl. Bus. 2021, 7(4), 81-89. doi: 10.11648/j.ajtab.20210704.12

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AMA Style

Fidel Pineda Bravo, Patricia Gonzalez Perez, Waldo Perez Garcia. A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. Am J Theor Appl Bus. 2021;7(4):81-89. doi: 10.11648/j.ajtab.20210704.12

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@article{10.11648/j.ajtab.20210704.12,
  author = {Fidel Pineda Bravo and Patricia Gonzalez Perez and Waldo Perez Garcia},
  title = {A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {7},
  number = {4},
  pages = {81-89},
  doi = {10.11648/j.ajtab.20210704.12},
  url = {https://doi.org/10.11648/j.ajtab.20210704.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20210704.12},
  abstract = {Nowadays it is essential for tourism companies to provide increasingly personalized services, and to do so, the quality of the customer experience at an end-to-end level must be improved in every possible way. Customer journey mapping has become one of the most innovative and effective techniques to increase companies' knowledge of their customers. While traditional approaches provide an incomplete view of what actually happens during the journey and the inflection points that determine customer behaviour, a new technique has now been developed that, coupled with CJM, addresses all these limitations: process mining. Process mining techniques use the event logs that store customer decision information and provide a comprehensive map that describes customer behaviour during the stages of the customer lifecycle more effectively than previously employed approaches, not only in terms of the end result, but also in terms of resource savings. This paper shows the application of process mining to analyze a sales web logs to map the customer journey. By means of a case study, in a receptive travel agency, the results of the use of these techniques are presented, discovering the processes that better describe the traveller's behaviour and finding useful insights to improve the customers experiences during they stay in the destination Cuba.},
 year = {2021}
}

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TY  - JOUR
T1  - A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis
AU  - Fidel Pineda Bravo
AU  - Patricia Gonzalez Perez
AU  - Waldo Perez Garcia
Y1  - 2021/10/30
PY  - 2021
N1  - https://doi.org/10.11648/j.ajtab.20210704.12
DO  - 10.11648/j.ajtab.20210704.12
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 81
EP  - 89
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20210704.12
AB  - Nowadays it is essential for tourism companies to provide increasingly personalized services, and to do so, the quality of the customer experience at an end-to-end level must be improved in every possible way. Customer journey mapping has become one of the most innovative and effective techniques to increase companies' knowledge of their customers. While traditional approaches provide an incomplete view of what actually happens during the journey and the inflection points that determine customer behaviour, a new technique has now been developed that, coupled with CJM, addresses all these limitations: process mining. Process mining techniques use the event logs that store customer decision information and provide a comprehensive map that describes customer behaviour during the stages of the customer lifecycle more effectively than previously employed approaches, not only in terms of the end result, but also in terms of resource savings. This paper shows the application of process mining to analyze a sales web logs to map the customer journey. By means of a case study, in a receptive travel agency, the results of the use of these techniques are presented, discovering the processes that better describe the traveller's behaviour and finding useful insights to improve the customers experiences during they stay in the destination Cuba.
VL  - 7
IS  - 4
ER  -

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Author Information

Fidel Pineda Bravo

Department of Tourism, Faculty of Economic Sciences, Universidad Central ?Marta Abreu? de Las Villas, Santa Clara, Cuba
Patricia Gonzalez Perez

Department of Tourism, Faculty of Economic Sciences, Universidad Central ?Marta Abreu? de Las Villas, Santa Clara, Cuba
Waldo Perez Garcia

Department of Industrial Engineering, Faculty of Mechanical and Industrial Engineering, Universidad Central ?Marta Abreu? de Las Villas, Santa Clara, Cuba

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Plain Text BibTeX RIS

APA Style

Fidel Pineda Bravo, Patricia Gonzalez Perez, Waldo Perez Garcia. (2021). A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. American Journal of Theoretical and Applied Business, 7(4), 81-89. https://doi.org/10.11648/j.ajtab.20210704.12

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ACS Style

Fidel Pineda Bravo; Patricia Gonzalez Perez; Waldo Perez Garcia. A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. Am. J. Theor. Appl. Bus. 2021, 7(4), 81-89. doi: 10.11648/j.ajtab.20210704.12

Copy | Download

AMA Style

Fidel Pineda Bravo, Patricia Gonzalez Perez, Waldo Perez Garcia. A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis. Am J Theor Appl Bus. 2021;7(4):81-89. doi: 10.11648/j.ajtab.20210704.12

Copy | Download

@article{10.11648/j.ajtab.20210704.12,
  author = {Fidel Pineda Bravo and Patricia Gonzalez Perez and Waldo Perez Garcia},
  title = {A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis},
  journal = {American Journal of Theoretical and Applied Business},
  volume = {7},
  number = {4},
  pages = {81-89},
  doi = {10.11648/j.ajtab.20210704.12},
  url = {https://doi.org/10.11648/j.ajtab.20210704.12},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajtab.20210704.12},
  abstract = {Nowadays it is essential for tourism companies to provide increasingly personalized services, and to do so, the quality of the customer experience at an end-to-end level must be improved in every possible way. Customer journey mapping has become one of the most innovative and effective techniques to increase companies' knowledge of their customers. While traditional approaches provide an incomplete view of what actually happens during the journey and the inflection points that determine customer behaviour, a new technique has now been developed that, coupled with CJM, addresses all these limitations: process mining. Process mining techniques use the event logs that store customer decision information and provide a comprehensive map that describes customer behaviour during the stages of the customer lifecycle more effectively than previously employed approaches, not only in terms of the end result, but also in terms of resource savings. This paper shows the application of process mining to analyze a sales web logs to map the customer journey. By means of a case study, in a receptive travel agency, the results of the use of these techniques are presented, discovering the processes that better describe the traveller's behaviour and finding useful insights to improve the customers experiences during they stay in the destination Cuba.},
 year = {2021}
}

Copy | Download

TY  - JOUR
T1  - A Process Mining Approach for Studying Traveller’s Behaviour in Cuba by Means of Customer Journey Analysis
AU  - Fidel Pineda Bravo
AU  - Patricia Gonzalez Perez
AU  - Waldo Perez Garcia
Y1  - 2021/10/30
PY  - 2021
N1  - https://doi.org/10.11648/j.ajtab.20210704.12
DO  - 10.11648/j.ajtab.20210704.12
T2  - American Journal of Theoretical and Applied Business
JF  - American Journal of Theoretical and Applied Business
JO  - American Journal of Theoretical and Applied Business
SP  - 81
EP  - 89
PB  - Science Publishing Group
SN  - 2469-7842
UR  - https://doi.org/10.11648/j.ajtab.20210704.12
AB  - Nowadays it is essential for tourism companies to provide increasingly personalized services, and to do so, the quality of the customer experience at an end-to-end level must be improved in every possible way. Customer journey mapping has become one of the most innovative and effective techniques to increase companies' knowledge of their customers. While traditional approaches provide an incomplete view of what actually happens during the journey and the inflection points that determine customer behaviour, a new technique has now been developed that, coupled with CJM, addresses all these limitations: process mining. Process mining techniques use the event logs that store customer decision information and provide a comprehensive map that describes customer behaviour during the stages of the customer lifecycle more effectively than previously employed approaches, not only in terms of the end result, but also in terms of resource savings. This paper shows the application of process mining to analyze a sales web logs to map the customer journey. By means of a case study, in a receptive travel agency, the results of the use of these techniques are presented, discovering the processes that better describe the traveller's behaviour and finding useful insights to improve the customers experiences during they stay in the destination Cuba.
VL  - 7
IS  - 4
ER  -

Copy | Download