The New Science of Service Innovation: Part 1 Select Research on Data

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Select Research on Data from the 2014 Cornell Hospitality Research Summit Few businesses have the level of direct access to customer and employee data as that found in the hospitality and service industries. Fortunately, new analytical techniques and technology have improved the availability of those data. Unfortunately, the volume of data creates challenges of its own. The Cornell Hospitality Research Summit (CHRS) held in October 2014 was organized to examine service innovation in a new light, focusing on a scientific and disciplined approach to the topic. This report is the first of four that features expanded summaries of select research on service innovation. This first report focuses on innovative applications of data analysis that are occurring both in the industry and in academic research. Topics include search engine optimization, the use of analytics for energy efficiency, analysis of online reviews, and optimizing hotel group room rates, as well as how to promote organizational learning. This report highlights seven data-based research presentation from the summit: • “Optimizing Hotel Booking Choices on OTA Websites,” by Jean-Pierre van der Rest. Paolo P. Cordella, Gerard Loosschilder, and Zvi Schwartz (page 4); • “Applied Analytics for Hospitality Energy Efficiency and Associated Core Operations Transformation,” by Har Amrit Pal Singh Dhillon, Saju Ramachandran, and Parminder Singh (page 8); • “How Recognizing Visitor Intent Fuels Customer- Focused Experiences,” by Matthew Butler and Lane Cochrane (page 14); • “Solving the Online Review Puzzle,” by HyunJeong Han, Srinagesh Gavirneni, Shawn Mankad, Joel Goh, and Rohit Verma (page 18);• “Data, Knowledge, and Intelligence in Hospitality Industries” by Scott Erickson and Helen Rothberg (page 22); • “Optimizing Hotel Group Room Rates,” by Jian Wang (page 24); • “How Hotels’ Organizational Learning Depends on Two Different Learning Curves,” by Jie Zhang, Nitin Joglekar, and Rohit Verma (page 28).

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Cornell Hospitality Research Summit; hotels; online travel agency (OTA); search engine marketing (SEM); search engine optimization (SEO)


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conference papers and proceedings

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