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Customer Brand Identification e a sua influência na fidelização na hotelaria: um estudo sobre o caso português
| Name: | Description: | Size: | Format: | |
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| 1.75 MB | Adobe PDF |
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Abstract(s)
Customer Brand Identification (CBI) entende-se pela perceção e sentimentos do cliente em relação a uma determinada marca, bem como a forma como esta lhe traz valor ao satisfazer as suas necessidades. É constituído por quarto dimensões: Brand Self-Similarity (BSS), Brand Social Benefits (BSB), Brand Identity (BI) e Brand Memorable Experiences (MBE). Este estudo teve como objetivo perceber a influência de Customer Brand Identification (e, em consequência, das dimensões BSS, BI, BSB e MBE) na fidelização e perceção do cliente em relação a marcas hoteleiras.
Foi feita uma revisão da literatura que percorreu todos os temas inerentes: Marketing, CBI e Fidelização do Cliente. É através das técnicas de marketing que as marcas criam a sua própria identidade e desenvolvem o seu produto ou serviço em conformidade com as necessidades e motivações dos seus clientes. Ainda assim, mais importante do que atrair novos clientes, é satisfazer e fidelizar através das experiências e perceções.
Através da realização de um inquérito, foi possível confirmar que CBI e todas as quatro dimensões que o compõem têm uma grande influência na fidelização do cliente. Isto é, na hotelaria, os clientes procuram marcas que sejam distintas dos seus concorrentes, que tenham uma identidade própria e próxima dos seus valores, que proporcionem interações sociais positivas e experiências únicas e memoráveis.
Além da fidelização, percebeu-se que o cliente tende a ter um comportamento mais favorável, a propagar word of mouth positivo e a recomendar marcas que reúnem as condições de CBI. Foram ainda identificados grupos homogéneos que permitiram clarificar que os clientes mais fiéis à marca não tiveram, necessariamente, nenhuma experiência física com a mesma. Assim, entende-se que a dimensão MBE, embora tenha uma influência significativa, não é essencial para a fidelização do cliente.
Customer Brand Identification is described by the customer’s perception and feeling about a particular brand, by the way it brings value and meets up to the customer’s needs. The four drivers of CBI are Brand Self-Similarity (BSS), Brand Social Benefits (BSB), Brand Identity (BI) and Brand Memorable Experiences (MBE). The purpose of this study is to understand the influence of Customer Brand Identification (and, consequently, its drivers BSS, BI, BSB and MBE) on customer loyalty and perception of hotel brands. In the literature review all inherent themes were analyzed: Marketing, CBI and Customer Loyalty. Through marketing techniques, brands create their own identity and develop their product or service according to the needs and motivations of their customers. Satisfying customers and increasing their loyalty through memorable experiences and perceptions, has become more important than attracting new customers. A survey was used to understand and confirm that CBI, and all four of its categories, have a major influence on customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own and close to their values, that enable positive social interactions and provide unique and memorable experiences. Besides customer loyalty, this study also helped realize that the customers tend to have a more positive behavior towards brands that have high CBI, through brand advocacy, positive word of mouth and recommendation. Homogeneous groups were also identified, which made it possible to clarify that the most loyal did not necessarily have any physical experience with the brand. Thus, it can be said that MBE, while being a significant influence, is not essential to customer loyalty.
Customer Brand Identification is described by the customer’s perception and feeling about a particular brand, by the way it brings value and meets up to the customer’s needs. The four drivers of CBI are Brand Self-Similarity (BSS), Brand Social Benefits (BSB), Brand Identity (BI) and Brand Memorable Experiences (MBE). The purpose of this study is to understand the influence of Customer Brand Identification (and, consequently, its drivers BSS, BI, BSB and MBE) on customer loyalty and perception of hotel brands. In the literature review all inherent themes were analyzed: Marketing, CBI and Customer Loyalty. Through marketing techniques, brands create their own identity and develop their product or service according to the needs and motivations of their customers. Satisfying customers and increasing their loyalty through memorable experiences and perceptions, has become more important than attracting new customers. A survey was used to understand and confirm that CBI, and all four of its categories, have a major influence on customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own and close to their values, that enable positive social interactions and provide unique and memorable experiences. Besides customer loyalty, this study also helped realize that the customers tend to have a more positive behavior towards brands that have high CBI, through brand advocacy, positive word of mouth and recommendation. Homogeneous groups were also identified, which made it possible to clarify that the most loyal did not necessarily have any physical experience with the brand. Thus, it can be said that MBE, while being a significant influence, is not essential to customer loyalty.
Description
Keywords
Customer Brand Identification Fidelização Marca Identity Social benefits Experiências memoráveis Loyalty Brand Identity Auto-similaridade Benefícios sociais