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Publication
Satisfação dos clientes através da plataforma Booking.com: O caso VIP Hotels
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.03 MB | Adobe PDF |
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Abstract(s)
Durante o estágio realizado no Grupo VIP Hotels, como Assistente de Direção de Marketing & Vendas, entre 25 de Julho a 18 de Novembro de 2016, a estagiária desempenhou funções no departamento de Marketing & Vendas onde realizou tarefas como gestão de base de dados de clientes, comunicação de preços e análise de satisfação através da medição de ratings. A problemática foi identificada, através da análise dos ratings das unidades do Grupo, onde foi possível verificar algumas fraquezas. Uma dessas fraquezas centra-se num rating inferior em relação aos seus principais concorrentes, que se reflete no conteúdo das online reviews.
As online reviews constituíram o meio para atingir o objetivo principal deste relatório: a avaliação da satisfação dos clientes. A análise dos comentários permitiu perceber as opiniões dos clientes, identificar quais os atributos em que o grupo apresenta maiores fragilidades assim com aqueles sobre os quais os clientes apresentam um maior nível de satisfação. A partir dos resultados obtidos será possível definir medidas para ir ao encontro das exigências dos clientes e atingir uma maior satisfação.
Os comentários publicados online, pelos turistas, são atualmente considerados como uma versão eletrónica do tradicional word-of-mouth e têm uma forte influência no consumidor. Os comentários são vistos como testemunhos dos clientes, em que é possível ter uma ideia mais clara e real da qualidade do serviço. Com isto, foram recolhidos os dados secundários, através da plataforma Booking.com, utilizando a netnografia para posteriormente medir a frequência das palavras referidas.
Assim, os resultados obtidos (positivos e negativos) constituem uma ferramenta útil para o Grupo hoteleiro, pois os mesmos podem potenciar as qualidades referidas mas também estabelecer pontos de partida para futuras melhorias.
During the internship held in the VIP Hotels Group, as Marketing and Sales Management Assistant, between July 25 and November 18, 2016, the trainee performed tasks in the Marketing & Sales department, such as customer database management, price communication and satisfaction analysis through measurement of ratings. There were some issues identified through the analysis of the ratings of the group’s units, which allowed the trainee to detect some vulnerabilities. One of these vulnerabilities is the hotels lower rating, when compared to their main competitors, which is demonstrated in the content of online reviews. The online reviews played a very important role in the process of achieving the main objective of this report - the evaluation of customer satisfaction. The analysis of the reviews helped in understanding the clients’ opinions and identifying the features in which the group has greater fragilities as well as those in which the clients show a higher level of satisfaction. From the results obtained, it will be possible to define measures to meet the clients’ demands and to achieve higher satisfaction standards. The reviews published online by tourists are currently considered as an electronic version of the traditional word-of-mouth feedback and have a strong influence in the consumer. The reviews consist of testimonials from customers, where we can get a clearer and more real perspective of the quality of the service. Taking all this into account, the secondary data was collected through the Booking.com platform, using netnography to measure the frequency of the referred words. Thus, the results obtained (both positive and negative) are an asset for the hotel group, as they can optimise the mentioned qualities and also establish starting points for future improvements.
During the internship held in the VIP Hotels Group, as Marketing and Sales Management Assistant, between July 25 and November 18, 2016, the trainee performed tasks in the Marketing & Sales department, such as customer database management, price communication and satisfaction analysis through measurement of ratings. There were some issues identified through the analysis of the ratings of the group’s units, which allowed the trainee to detect some vulnerabilities. One of these vulnerabilities is the hotels lower rating, when compared to their main competitors, which is demonstrated in the content of online reviews. The online reviews played a very important role in the process of achieving the main objective of this report - the evaluation of customer satisfaction. The analysis of the reviews helped in understanding the clients’ opinions and identifying the features in which the group has greater fragilities as well as those in which the clients show a higher level of satisfaction. From the results obtained, it will be possible to define measures to meet the clients’ demands and to achieve higher satisfaction standards. The reviews published online by tourists are currently considered as an electronic version of the traditional word-of-mouth feedback and have a strong influence in the consumer. The reviews consist of testimonials from customers, where we can get a clearer and more real perspective of the quality of the service. Taking all this into account, the secondary data was collected through the Booking.com platform, using netnography to measure the frequency of the referred words. Thus, the results obtained (both positive and negative) are an asset for the hotel group, as they can optimise the mentioned qualities and also establish starting points for future improvements.
Description
Keywords
Comportamento do Consumidor Online Reviews Satisfação