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Abstract(s)
O principal objetivo desta investigação passou por perceber a importância que o marketing relacional e as redes sociais possuem no setor da hotelaria da Região Autónoma da Madeira. Para isso, realizou-se uma investigação e uma abordagem teórica sobre o tema marketing relacional, de forma a compreender os principais pontos desta técnica, como a satisfação, fidelização e as relações de qualidade, seguida de uma abordagem teórica às redes sociais e à região em estudo.
A metodologia adotada passou por duas técnicas distintas, uma abordagem qualitativa e uma abordagem quantitativa. Na abordagem qualitativa realizou-se uma entrevista a três hotéis de forma a perceber que ferramentas utilizam na manutenção dos relacionamentos com os seus hóspedes. Na abordagem quantitativa aplicou-se um questionário aos turistas hospedados em hotéis na região, tendo-se obtido uma amostra de 188 indivíduos.
Os resultados demonstram acima de tudo que se os hotéis tiverem em conta a personalização, o acompanhamento nas redes sociais, proporcionarem atividades extras, uma boa qualidade de serviço e informações verdadeiras e diversificadas, irão aumentar a satisfação dos seus clientes e posteriormente poderão alcançar a confiança e estabelecer uma boa relação com os seus consumidores obtendo a sua fidelização.
The main objective of this research is to understand the importance that reactional marketing and social networks have in the hotel sector of the Autonomous Region of Madeira. For this, a research, and a theoretical approach on the topic of relational marketing was carried out, to understand the main points of this technique, such as satisfaction, loyalty, and quality relations, followed by a theoretical approach to social networks and the region in study. The methodology adopted underwent two distinct techniques, a qualitative approach, and a quantitative approach. In the qualitative approach, an interview was conducted with three hotels to understand what tools they use to maintain relationships with their guests. In the quantitative approach, a questionnaire was applied to tourists staying in hotels in the region, and a sample of 188 individuals was obtained. The results demonstrate above all that if hotels consider personalization, monitoring on social networks, providing extra activities, good quality of service and true and diverse information, they will increase their customers' satisfaction and later, they will achieve trust and establish a good relationship with their consumers obtaining their loyalty.
The main objective of this research is to understand the importance that reactional marketing and social networks have in the hotel sector of the Autonomous Region of Madeira. For this, a research, and a theoretical approach on the topic of relational marketing was carried out, to understand the main points of this technique, such as satisfaction, loyalty, and quality relations, followed by a theoretical approach to social networks and the region in study. The methodology adopted underwent two distinct techniques, a qualitative approach, and a quantitative approach. In the qualitative approach, an interview was conducted with three hotels to understand what tools they use to maintain relationships with their guests. In the quantitative approach, a questionnaire was applied to tourists staying in hotels in the region, and a sample of 188 individuals was obtained. The results demonstrate above all that if hotels consider personalization, monitoring on social networks, providing extra activities, good quality of service and true and diverse information, they will increase their customers' satisfaction and later, they will achieve trust and establish a good relationship with their consumers obtaining their loyalty.
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Keywords
Marketing Relacional Redes Sociais Satisfação e Fidelização Relational Marketing Social Networks Satisfaction and Loyalty