Loading...
Publication
Como potenciar a fidelização de clientes no Grupo Hoteleiro Pestana
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12.51 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente Relatório é relativo ao estágio realizado, com a duração aproximada de quatro
meses, no departamento de Marketing do grupo Pestana, mais especificamente no
subdepartamento de CRM & Loyalty. Este subdepartamento é responsável pela gestão e
aplicação do programa de fidelização de clientes do grupo Pestana, denominado Pestana
Priority Gues (PPG).
Durante o referido estágio, o estagiário deparou-se com o seguinte problema: “De que
forma pode o subdepartamento de CRM & Loyalty potenciar o envolvimento das áreas de
Front Office e Food & Beverage (F&B) no processo de fidelização de clientes?
Para poder responder a este problema foi feito, numa primeira fase, um levantamento
bibliográfico sobre os temas que foram considerados pertinentes para o efeito.
Seguidamente, são descritas e analisadas as respostas relativas a três entrevistas
realizadas aos colaboradores das áreas de Front Office e F&B, de três unidades hoteleiras
distintas do grupo, selecionas para o efeito, com vista a responder à questão de
investigação. São, depois, analisados dados de documentos internos relativos ao
programa de fidelização, tanto ao nível de todo o grupo Pestana, como específicos às três
unidades estudadas. De acordo com os resultados obtidos, são propostas medidas que
têm como objetivo responder ao problema em questão.
Numa fase final do Relatório, faz-se um apanhado de todo o trabalho feito ao longo do
estágio, das dificuldades sentidas, e também da importância que o estágio teve para a
formação do estagiário
This Report is related to the internship carried out, with an approximate duration of four months, in the Marketing department of the Pestana group, more specifically in the CRM & Loyalty subdepartment. This subdepartment is responsible for managing and implementing the Pestana group's customer loyalty program, called Pestana Priority Guest (PPG). During the internship, the intern faced the following problem: “How can the CRM & Loyalty subdepartment enhance the involvement by the Front Office and Food & Beverage (F&B) areas in the customer loyalty process?” To respond to this problem, an analysis of the existing bibliography was carried out. Then, the responses related to three interviews conducted with the employees of the Front Office and F&B areas of three different hotel units of the group, selected for this purpose, are described and analysed, in order to answer the research question. To complement the data collected from the interviews, internal documents related to the loyalty program were analysed, this internal documents included general information, regarding all unities and also information specifically related to the three units where the interviews were conducted. According to the results obtained, measures are proposed that aim to answer the problem in question. In a final phase of the Report, an overview is given of all the work done during the internship, the difficulties experienced, and the importance that the internship had for the training of the intern.
This Report is related to the internship carried out, with an approximate duration of four months, in the Marketing department of the Pestana group, more specifically in the CRM & Loyalty subdepartment. This subdepartment is responsible for managing and implementing the Pestana group's customer loyalty program, called Pestana Priority Guest (PPG). During the internship, the intern faced the following problem: “How can the CRM & Loyalty subdepartment enhance the involvement by the Front Office and Food & Beverage (F&B) areas in the customer loyalty process?” To respond to this problem, an analysis of the existing bibliography was carried out. Then, the responses related to three interviews conducted with the employees of the Front Office and F&B areas of three different hotel units of the group, selected for this purpose, are described and analysed, in order to answer the research question. To complement the data collected from the interviews, internal documents related to the loyalty program were analysed, this internal documents included general information, regarding all unities and also information specifically related to the three units where the interviews were conducted. According to the results obtained, measures are proposed that aim to answer the problem in question. In a final phase of the Report, an overview is given of all the work done during the internship, the difficulties experienced, and the importance that the internship had for the training of the intern.
Description
Keywords
Grupo Pestana Fidelização Departamento de Marketing CRM & Loyalty