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Publication
A inovação tecnológica no setor hoteleiro e a criação de valor para o cliente - o papel dos sistemas de Customer Relationship Management
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.91 MB | Adobe PDF |
Authors
Abstract(s)
A nova era digital veio proporcionar uma mudança de como os consumidores elegem
uma unidade hoteleira e de como partilham as suas experiências. Consequentemente, as
suas necessidades e expectativas também se têm vindo a alterar e, como tal, as unidades
hoteleiras e os grandes grupos hoteleiros tiveram de se adaptar, de forma a ir ao encontro
dessas novas expectativas, apostando não só no desenvolvimento tecnológico, como
também na criação de valor para o cliente.
Atualmente, todos os ciclos de serviços no hotel, isto é, desde que o cliente começa a sua
procura pelo mesmo, até que o cliente termine a sua estada, e decida regressar ou não ao
hotel, são vistos como uma oportunidade de criar valor através da experiência
proporcionada. Se por um lado, este novo consumidor procura uma experiência que seja
memorável e que leve consigo após a estada, por outro, para uma unidade hoteleira já não
se considera suficiente a satisfação do cliente. O seu grande objetivo é que o cliente fique
encantado, e que se torne leal à marca, de forma a fidelizar-se com a mesma.
Alguns hotéis e grupos consideraram o desenvolvimento de apps, vista como uma
inovação e utilizada como uma ferramenta de CRM. Através de um questionário a
clientes, os inquiridos avaliaram a relevância de apps desse tipo nas diferentes fases da
sua estada, assim como a influência das funcionalidades da app na hora de ponderar se
regressa ou não ao hotel. Os resultados sugerem que a app, na perspetiva do cliente,
acrescenta valor à sua estada, e contribui para a existência de uma relação duradoura com
o hotel, fazendo-o regressar e tornando-o fidelizado à marca.
The new digital age has provided a change in how consumers elect a hotel unit and how they share their experiences. Consequently, their needs and expectations have also changed and, as such, the hotel units and large hotel groups had to adapt in order to meet these new expectations, betting not only on technological development, but also on creating value for the customer. Currently, all service cycles in the hotel, that is, from the customer begins their search for it, until the client finishes his stay, and decides to return or not, are seen as an opportunity to create value through the experience provided. If, on the one hand, this new consumer is looking for an experience that is memorable and that takes with him after the stay, on the other hand, for a hotel unit, customer satisfaction is no longer considered sufficient. Its great goal is that the customer is delighted, and that he becomes loyal to the brand. Some hotels and hotel groups considered the development of apps, seen as an innovation and used as a CRM tool. Through a questionnaire to customers, respondents evaluated the relevance of apps of this type in the different stages of their stay, as well as the influence of the app's features when considering whether or not to return to the hotel. The results suggest that the app, from the customer's perspective, adds value to their stay, and contributes to the existence of a lasting relationship with the hotel, making them return and making them loyal to the brand.
The new digital age has provided a change in how consumers elect a hotel unit and how they share their experiences. Consequently, their needs and expectations have also changed and, as such, the hotel units and large hotel groups had to adapt in order to meet these new expectations, betting not only on technological development, but also on creating value for the customer. Currently, all service cycles in the hotel, that is, from the customer begins their search for it, until the client finishes his stay, and decides to return or not, are seen as an opportunity to create value through the experience provided. If, on the one hand, this new consumer is looking for an experience that is memorable and that takes with him after the stay, on the other hand, for a hotel unit, customer satisfaction is no longer considered sufficient. Its great goal is that the customer is delighted, and that he becomes loyal to the brand. Some hotels and hotel groups considered the development of apps, seen as an innovation and used as a CRM tool. Through a questionnaire to customers, respondents evaluated the relevance of apps of this type in the different stages of their stay, as well as the influence of the app's features when considering whether or not to return to the hotel. The results suggest that the app, from the customer's perspective, adds value to their stay, and contributes to the existence of a lasting relationship with the hotel, making them return and making them loyal to the brand.
Description
Keywords
Criação de valor Experiência Fidelização Inovação App Value creation Experience Loyalty Innovation CRM