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

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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[4] M. Arias et al., «Mapping the patient’s journey in healthcare through process mining», International Journal of Environmental Research and Public Health, vol. 17, n.°18, p. 6586, 2020.
[5] F. M. Santoro, K. C. Revoredo, R. M. Costa, y T. M. Barboza, «Process Mining Techniques in Internal Auditing: A Stepwise Case Study», iSys-Revista Brasileira de Sistemas de Informação, vol. 13, n.°4, pp. 48-76, 2020.
[6] G. Bernard y P. Andritsos, «CJM-ex: Goal-oriented Exploration of Customer Journey Maps using Event Logs and Data Analytics», 2017.
[7] Terragni y M. Hassani, «Optimizing customer journey using process mining and sequence-aware recommendation», en Proceedings of the 34th ACM/SIGAPP Symposium on Applied Computing, 2019, pp. 57-65.
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[9] K. N. Lemon y P. C. Verhoef, «Understanding customer experience throughout the customer journey», Journal of marketing, vol. 80, n.°6, pp. 69-96, 2016.
[10] Terragni y M. Hassani, «Analyzing customer journey with process mining: From discovery to recommendations», en 2018 IEEE 6th International Conference on Future Internet of Things and Cloud (FiCloud), 2018, pp. 224-229.
[11] L. Reinkemeyer, Process Mining in Action. Springer, 2020.
[12] G. Flores y J. R. Riquenes, «AUDIT 2.0, A PERSPECTIVE FOR ITS EXECUTION IN THE BUSINESS ENVIRONMENT USING PROCESS MINING TECHNIQUES/Auditoria 2.0, una perspectiva para su ejecucion en el entorno empresarial utilizando tecnicas de mineria de procesos/AUDITORIA NUMERO 2.0, UMA PERSPECTIVA PARA SUA EXECUCAO EM UM ENTORNO EMPRESARIAL UTILIZANDO TECNICAS DE EXPLORACAO DE DADOS», Vivat Academia, n.°150, pp. 47-58, 2020.
[13] M. Montali, «Process mining manifesto», en Business Process Management Workshops: BPM 2011 International Workshops, Clermont-Ferrand, France, August 29, 2011, Revised Selected Papers, Part I, 2011, vol. 99, pp. 169-194.
[14] W. Van Der Aalst et al., «Process mining manifesto», en International Conference on Business Process Management, 2011, pp. 169-194
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[16] D. Dakic, D. Stefanovic, I. Cosic, T. Lolic, y M. Medojevic, «BUSINESS PROCESS MINING APPLICATION: A LITERATURE REVIEW.», Annals of DAAAM & Proceedings, vol. 29, 2018.
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Cite This Article
  • 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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    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.
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Author Information
  • Department of Tourism, Faculty of Economic Sciences, Universidad Central ?Marta Abreu? de Las Villas, Santa Clara, Cuba

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

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

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