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Publication
A reputação da Marca Pestana: a perspetiva e desafios do cliente interno
| Name: | Description: | Size: | Format: | |
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| 1.21 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente dissertação aborda a reputação da Marca na perspetiva dos colaboradores, com o propósito de tornarem-se exímios vendedores, reforçando a imagem da Marca através da sua notoriedade e fidelização dos clientes, contribuído para rentabilidade económica da organização.
Para a análise exploratória dos principais componentes, foi efetuado um estudo de caso na unidade Hoteleira Pestana Palace Lisboa Hotel & National Monument, através de um inquérito, tendo obtido uma amostra de 22 respostas, em que participaram colaboradores das áreas operacionais e não operacionais que lidam diretamente com os clientes.
Dos inquiridos, 95,5% evidenciam que a comunicação interna necessita de melhorias, pelo que definimos seis questões para estudo alicerçadas na revisão da literatura. Analisámos, a perspetiva dos colaboradores, quanto à sua visão sobre reputação da Marca, a fluidez da comunicação interna, compreensão da comunicação providenciada pela liderança, sugestões de melhoria por parte dos colaboradores, visão dos colaboradores sobre os departamentos responsáveis para a melhoraria da comunicação interna, e a partilha da informação sobre a forma como descrevem a Marca junto dos clientes.
Verificámos a necessidade de proceder a melhorias, com o envolvimento direto dos recursos humanos, marketing interno, lideres e acionistas, restruturando a forma de comunicar com os colaboradores.
Ao nível de melhorias, sugerimos a adaptação das ferramentas tecnológicas disponíveis, e adeque o sistema de análise de desempenho, valorizando a opinião dos clientes, para melhoria da comunicação interna.
Para análise futura, propomos elaboração de um estudo exploratório em todas as unidades do Grupo, considerando as suas possíveis necessidades em destintos destinos.
The current master's degree dissertation addresses the Brand’s reputation from an employee’s standpoint, with the purpose of becoming exceptional salesmen, thus strengthening the Brand’s image through its notoriety and customer loyalty, contributing towards the profitability of the organization. For an exploratory analysis of the principal components, a case study was done at the Pestana Palace Lisboa Hotel & National Monument through a survey, obtaining a result of 22 answers, from employees who deal directly with the clients working in operational or non-operational areas. From the respondents, 95.5% demonstrated that internal communication required improvement, therefore we defined six issues to study based on the literature reviews. We analyzed the employee’s perspective regarding their vision on the Brand’s reputation, the fluidity of the internal communication, the understanding of the communication provided by the leadership, suggestions for improvement on behalf of the employees, overview from the employees regarding the responsible departments for improving internal communication, and shared information on how they describe the Brand to the clients. We verified the need for improvement, with direct involvement from the Departments of Human Resources and Internal Marketing, from the Leaders and Shareholders, by restructuring the means of communication with the employees. On an improvement level, we suggested adaption to the technological tools that are available, an adjustment to the performance analysis system, and adding value to client’s opinions, for the improvement of internal communication. For future analysis, we propose an exploratory study in all hotel units of the Group, considering their possible necessities in distinct destinations.
The current master's degree dissertation addresses the Brand’s reputation from an employee’s standpoint, with the purpose of becoming exceptional salesmen, thus strengthening the Brand’s image through its notoriety and customer loyalty, contributing towards the profitability of the organization. For an exploratory analysis of the principal components, a case study was done at the Pestana Palace Lisboa Hotel & National Monument through a survey, obtaining a result of 22 answers, from employees who deal directly with the clients working in operational or non-operational areas. From the respondents, 95.5% demonstrated that internal communication required improvement, therefore we defined six issues to study based on the literature reviews. We analyzed the employee’s perspective regarding their vision on the Brand’s reputation, the fluidity of the internal communication, the understanding of the communication provided by the leadership, suggestions for improvement on behalf of the employees, overview from the employees regarding the responsible departments for improving internal communication, and shared information on how they describe the Brand to the clients. We verified the need for improvement, with direct involvement from the Departments of Human Resources and Internal Marketing, from the Leaders and Shareholders, by restructuring the means of communication with the employees. On an improvement level, we suggested adaption to the technological tools that are available, an adjustment to the performance analysis system, and adding value to client’s opinions, for the improvement of internal communication. For future analysis, we propose an exploratory study in all hotel units of the Group, considering their possible necessities in distinct destinations.
Description
Keywords
Reputação da Marca Marketing e Comunicação Interna Colaborador Cliente interno Pestana Palace Lisboa Hotel & National Monument