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Ações de fidelização do cliente no hotel Villa Batalha
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Orientador(es)
Resumo(s)
Nos dias de hoje existe uma maior necessidade de diferenciação, é importante que cada empresa se adapte aos seus clientes e não imite as estratégias da concorrência. Os clientes não procuram apenas um produto, pretendem um atendimento personalizado de acordo com as suas necessidades. Atualmente, muitas empresas recorrem ao Marketing Relacional, que é uma mais-valia que as permite ser únicas, com este surge a ferramenta Customer Relationship Management - CRM, uma das ferramentas que melhor se adapta quando o objetivo é desenvolver um relacionamento sustentável e duradouro com os clientes. A identificação de ações de fidelização é algo muito importante para as empresas que procuram posicionar-se e diferenciar-se melhor que os seus concorrentes. Pelo facto do hotel não constituir nenhuma implementação de ações de CRM específico, este artigo pode ser considerado uma mais-valia e um avanço no crescimento a longo prazo da mesma, permitindo assim um relacionamento duradouro entre o hotel e o cliente.
ABSTRACT: These days, in the context of global and challenging markets, differentiation is inevitable for those who aim to both secure the actual customer’s loyalty and attract new ones. Customers are not simply looking for products or facilities. They seek for a customized service according to their preferences and needs. Numerous companies’ relyon relationship marketing considered by many as an important plus point which allows corporates to stand out of the competition. With this marketing approach emerges CRM, one of the most flexible tools when the purpose is to develop and maintain customer’s lasting relationships. Identifying the actions that might improve customer’s fidelity is importance for those companies aspiring to be distinguished from the competitors, generate superior income in addition to a superior customer’s satisfaction by using its assets and resources more efficiently. Considering that at this time the hotel does not operate within a specific CRM framework, this article report may be considered a positive feature and a step forward regarding the long term growth and lasting relationships between the hotel and the customers.
ABSTRACT: These days, in the context of global and challenging markets, differentiation is inevitable for those who aim to both secure the actual customer’s loyalty and attract new ones. Customers are not simply looking for products or facilities. They seek for a customized service according to their preferences and needs. Numerous companies’ relyon relationship marketing considered by many as an important plus point which allows corporates to stand out of the competition. With this marketing approach emerges CRM, one of the most flexible tools when the purpose is to develop and maintain customer’s lasting relationships. Identifying the actions that might improve customer’s fidelity is importance for those companies aspiring to be distinguished from the competitors, generate superior income in addition to a superior customer’s satisfaction by using its assets and resources more efficiently. Considering that at this time the hotel does not operate within a specific CRM framework, this article report may be considered a positive feature and a step forward regarding the long term growth and lasting relationships between the hotel and the customers.
Descrição
Palavras-chave
Marketing relacional CRM Hotelaria Fidelização do cliente Relationship marketing Hospitality Customer loyalty
Contexto Educativo
Citação
SERRADAS, Jéssica Filipe ; FONSECA, Júlia Fragoso da (2016) - Ações de fidelização do cliente no hotel Villa Batalha. GESTIN. ISSN 1645-2534. Ano 13, nº 13, p. 99-115.
Editora
Escola Superior de Gestão de Idanha-a-Nova