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Publication
Importância do CRM na Indústria Hoteleira: "alteração no comportamento da procura"
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.29 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O estudo proposto, está inserido no tema da gestão de relacionamentos e na forma como o CRM contribui para o sucesso dos hotéis.
A gestão de relacionamentos assente na estratégia de gestão com foco no cliente constitui hoje, mais do que nunca, num dos principais fatores críticos de sucesso para a indústria hoteleira. A gestão da informação através da utilização do CRM (Customer Relationship Management) vem contribuir para a melhoria de resultados da organização, conhecimento do cliente e melhoria da entrega de valor ao cliente.
No setor hoteleiro a utilização de um sistema CRM torna-se crucial para a gestão das relações com os clientes. Embora a qualidade das relações não esteja dependente unicamente da utilização de tecnologia, a sua implementação permite não só criar processos automáticos, mas sobretudo permite às empresas a ligação a todas as fontes de informação onde os clientes interagem e a perceção da criação de valor.
A metodologia adotada foi de natureza quantitativa e foram efetuados inquéritos a diretores de hotéis de 4 e 5 estrelas nas regiões de Lisboa, Algarve e Madeira.
The present study is part of the relationship management theme and how CRM contributes to the hotel’s success. Relationship management based on customer-focused management strategy is today, more than ever, one of the critical key success factors for the hotel industry. The information management through the use of CRM (Customer Relationship Management) contributes to the results improvement of the organization, knowledge of the customer and the customer value delivery improvement. In the hotel business, the use of a CRM system becomes crucial for the customer relationships management. Although the quality of relationships is not dependent only on the use of technology, its implementation allows not only create automatize processes, but above all it allows companies to connect to all sources of information where customers interact, and the created value perception. The methodology adopted was the quantitative, and surveys were carried out for 4 and 5-star hotels managers of Lisbon, Algarve and Madeira.
The present study is part of the relationship management theme and how CRM contributes to the hotel’s success. Relationship management based on customer-focused management strategy is today, more than ever, one of the critical key success factors for the hotel industry. The information management through the use of CRM (Customer Relationship Management) contributes to the results improvement of the organization, knowledge of the customer and the customer value delivery improvement. In the hotel business, the use of a CRM system becomes crucial for the customer relationships management. Although the quality of relationships is not dependent only on the use of technology, its implementation allows not only create automatize processes, but above all it allows companies to connect to all sources of information where customers interact, and the created value perception. The methodology adopted was the quantitative, and surveys were carried out for 4 and 5-star hotels managers of Lisbon, Algarve and Madeira.
Description
Keywords
CRM (Customer Relationship Management) Marketing Relacional Hotelaria