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Atributos determinantes na satisfação do consumidor: o caso da hotelaria de 5 e 3 estrelas no concelho de Lisboa
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| 2.5 MB | Adobe PDF |
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Abstract(s)
O atual crescimento da atividade turística, e da atividade económica direta e indireta
correlacionada com o turismo, em Portugal, e em particular na cidade de Lisboa, torna
cada vez mais premente o estudo análise do perfil, necessidades e preferências do turista
propriamente dito. Percecionar as tendências, apreender os fatores que são ou não
valorizados, dissecar os aspetos que ponderam na tomada de decisão do cliente, torna-se
essencial para definir qual a estratégia de criação, incentivo e investimento para este
mercado.
A presente investigação pretende, portanto, ilustrar, com detalhe, o contexto atual
contexto da indústria hoteleira, o seu desenvolvimento recente, a data analytics da
atividade, assim como como o perfil do seu consumidor, o seu processo de decisão, e a
conceptualização dos seus critérios de satisfação.
Numa etapa inicial será apresentada a metodologia desenvolvida na investigação, a que
se segue uma revisão de literatura, na qual se abordam, não só os vários conceitos e
modelos relacionados com a satisfação do cliente, mas também os determinantes que
levam a essa satisfação.
Posteriormente, com base na análise teórica inicial, e dado um determinado
enquadramento territorial, serão analisados e categorizados um conjunto de comentários
provenientes de avaliações online, e realizada a análise estatística dos dados recolhidos,
apresentando sob a forma gráfica os resultados desse estudo.
Com base neste estudo torna-se possível identificar quais os determinantes que levam à
satisfação do cliente, em função das categorias hoteleiras em análise. A partir da
identificação destes determinantes, geram-se as ferramentas que possibilitam ao gestor
hoteleiro desenvolver estratégias com foco na diversidade e desenvolvimento de oferta
de produtos e serviços, os quais estão no cerne da evolução do sector hoteleiro.
The current growth of tourism in Portugal, as well as the increase of revenue related to all the economic activities surrounding it, especially in the city of Lisbon, makes the study of the visiting tourist (its profile, its needs, and its preferences) extremely relevant. Understanding the market tendencies, apprehending the aspects that more valued or unappreciated, dissecting the factors that weight on decision making, is essential to define the future strategy of promotion, incentive, and investment for this market This investigation, therefore, intends to illustrate, in detail, the actual context of the hospitality industry, its recent development, the activity's data analytics, as well as its consumer's profile, their decision process, and the conceptualization of their satisfaction criteria. In the initial stage, it will be presented the methodology developed in the research, followed by a literature review, in which it will be shown, not only the various concepts and models related to customer satisfaction, but also the determinants that lead to that same satisfaction. Subsequently, based on the initial theoretical analysis, and given a certain territorial framework, a set of comments from online reviews will be analyzed and categorized, and a statistical analysis of the data collected will be carried out, presenting in graphical form the results of this study and the respective conclusions. Based on this study, it is possible to identify which are the determinants that lead to customer satisfaction, depending on the hotel categories under analysis. From the identification of these determinants, we’re able to generate the tools that enable the hotel manager to develop strategies focused on diversity and development of the offer of products and services, which are at the heart of the evolution of the hotel sector.
The current growth of tourism in Portugal, as well as the increase of revenue related to all the economic activities surrounding it, especially in the city of Lisbon, makes the study of the visiting tourist (its profile, its needs, and its preferences) extremely relevant. Understanding the market tendencies, apprehending the aspects that more valued or unappreciated, dissecting the factors that weight on decision making, is essential to define the future strategy of promotion, incentive, and investment for this market This investigation, therefore, intends to illustrate, in detail, the actual context of the hospitality industry, its recent development, the activity's data analytics, as well as its consumer's profile, their decision process, and the conceptualization of their satisfaction criteria. In the initial stage, it will be presented the methodology developed in the research, followed by a literature review, in which it will be shown, not only the various concepts and models related to customer satisfaction, but also the determinants that lead to that same satisfaction. Subsequently, based on the initial theoretical analysis, and given a certain territorial framework, a set of comments from online reviews will be analyzed and categorized, and a statistical analysis of the data collected will be carried out, presenting in graphical form the results of this study and the respective conclusions. Based on this study, it is possible to identify which are the determinants that lead to customer satisfaction, depending on the hotel categories under analysis. From the identification of these determinants, we’re able to generate the tools that enable the hotel manager to develop strategies focused on diversity and development of the offer of products and services, which are at the heart of the evolution of the hotel sector.
Description
Keywords
Satisfação do cliente Comentários online Booking.com Hotelaria Customer satisfaction Online reviews Hospitality