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Publication
A experiência nos restaurantes dos hotéis- Fidelizar clientes e maximizar a receita
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.85 MB | Adobe PDF |
Advisor(s)
Abstract(s)
De uma forma geral, os consumidores têm-se tornado mais exigentes. Cada vez mais, as
pessoas procuram experiências únicas, diferenciadoras, que possam recomendar e que as
façam repetir essas vivências.
Para que qualquer negócio seja eficiente é necessário atrair clientes, mas, sobretudo, é
importante fidelizá-los ao espaço.
No caso dos restaurantes dos hotéis, estes foram considerados, até há bem pouco tempo,
como um elemento ao qual não se dava o devido destaque.
Em muitas unidades de alojamento, o restaurante era considerado como um centro de
custos ou como uma área que não trazia grandes rentabilidades ao hotel. Muitas vezes
existe a perceção de que o custo-benefício nestes estabelecimentos é negativo.
O objetivo desta investigação prende-se, portanto, com a análise de métodos que
permitam a maximização das receitas dos restaurantes dos hotéis, atraindo e fidelizando
clientes.
Após a realização do estudo, os resultados indicam que tem havido uma aposta no F&B
dos hotéis. Tornou-se importante apostar na inovação, na qualidade dos produtos, no bom
atendimento, na oferta de experiências e sensações ao cliente e em conceitos que se
diferenciem do resto da concorrência. A combinação destes fatores leva à satisfação e
fidelização de clientes.
Para se conseguir oferecer um serviço de extrema qualidade e eficiência, é essencial
adotar estratégias de marketing, estratégias relacionadas com as novas tecnologias e redes
sociais, métodos de Restaurant Revenue Management ou mesmo optar pelo outsourcing.
Importa referir que, o que se torna essencial em Portugal é mudar as mentalidades e fazer
com que as pessoas comecem a frequentar os hotéis, com o intuito de apenas usufruir dos
seus serviços de restauração, deixando de parte qualquer preconceito que possa ainda
existir sobre o facto de se estar no espaço de um hotel.
Generally speaking, consumers have become more demanding. Nowadays, people are looking for unique, different experiences that they can recommend and afterwards return to the places where they were happy. For a successful business it is necessary to attract customers, but, above all, it is important to be loyal to the brand. Regarding hotel restaurants, these weren’t considered, until very recently, as a main area to hotel managers. Restaurants were considered an expensive area, that did not bring too many revenues. Often there is also a perception that the cost benefit relationship is negative. The objective of this investigation is therefore to analyze methods, that allow the maximization of hotel restaurant revenue, attracting and retaining customers. After the study, the results indicate that there has been a growing effect on the F & B area of the hotels. It has become essential to focus on concepts that are different from the rest of the competition, innovation, product quality, good service, and the offer of experiences and sensations to the customer. The combination of these factors leads to customer satisfaction and loyalty. In order to offer a service of extreme quality and efficiency, it is essential to adopt marketing strategies, related to new technologies and social networks, methods of Restaurant Revenue Management or even choose for an outsourcing option. What is essential in Portugal, is to change the mentalities and get people to go to the hotels, with the intention of just enjoying their catering services, leaving aside any prejudice that may still exist about being in the space of a hotel.
Generally speaking, consumers have become more demanding. Nowadays, people are looking for unique, different experiences that they can recommend and afterwards return to the places where they were happy. For a successful business it is necessary to attract customers, but, above all, it is important to be loyal to the brand. Regarding hotel restaurants, these weren’t considered, until very recently, as a main area to hotel managers. Restaurants were considered an expensive area, that did not bring too many revenues. Often there is also a perception that the cost benefit relationship is negative. The objective of this investigation is therefore to analyze methods, that allow the maximization of hotel restaurant revenue, attracting and retaining customers. After the study, the results indicate that there has been a growing effect on the F & B area of the hotels. It has become essential to focus on concepts that are different from the rest of the competition, innovation, product quality, good service, and the offer of experiences and sensations to the customer. The combination of these factors leads to customer satisfaction and loyalty. In order to offer a service of extreme quality and efficiency, it is essential to adopt marketing strategies, related to new technologies and social networks, methods of Restaurant Revenue Management or even choose for an outsourcing option. What is essential in Portugal, is to change the mentalities and get people to go to the hotels, with the intention of just enjoying their catering services, leaving aside any prejudice that may still exist about being in the space of a hotel.
Description
Keywords
Eficiência Experiência Satisfação Fidelização de clientes Efficiency Experience Satisfaction Customer loyalty