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A perceção dos consumidores hoteleiros portugueses acerca da ISO 9001 no setor hoteleiro
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Abstract(s)
As mudanças constantes do mercado hoteleiro, gostos e preferências dos consumidores dificultam o desenvolvimento de bens e serviços hoteleiros que consigam satisfazer as suas necessidades e superar as suas expectativas. Com o intuito de minimizar esta dificuldade, algumas unidades hoteleiras têm recorrido à certificação pela norma portuguesa, adotada de uma norma europeia, NP EN ISO 9001:2015, que corresponde a um sistema de gestão da qualidade.
Numa altura em que a qualidade dos serviços tem vindo a ganhar elevado interesse e peso na escolha do consumidor, a presente dissertação, intitulada “A Perceção dos Consumidores Hoteleiros Portugueses acerca da ISO 9001 no Sector Hoteleiro”, tem como propósito a análise do conhecimento e importância da certificação de uma unidade hoteleira pela norma de qualidade ISO 9001 aquando da escolha de um hotel por parte dos consumidores hoteleiros portugueses.
Uma vez que a literatura existente acerca desta norma no setor hoteleiro se foca no ponto de vista das organizações, nomeadamente nas vantagens e desvantagens da certificação, dificuldades e barreiras da implementação do sistema de gestão da qualidade, motivações que contribuem para a sua certificação pela norma e o impacto na organização ao nível financeiro e organizacional, esta investigação foca-se, em alternativa, no estudo desta norma do ponto de vista dos consumidores hoteleiros portugueses.
O estudo empírico permitiu, através do preenchimento de um questionário com uma amostra de 398 inquiridos, concluir que, apesar de a qualidade ser, de facto, um aspeto importante na tomada de decisão dos consumidores hoteleiros portugueses, a sua maioria não tem conhecimento da existência das normas ISO. Consequentemente, também não conhecem a norma ISO 9001 na sua possibilidade de ser aplicada ao sector hoteleiro. Por outro lado, dos consumidores que conhecem as normas ISO, a maioria também conhece a norma de qualidade – ISO 9001 –, embora apenas uma pequena percentagem reconheça a sua presença no sector hoteleiro. Dos consumidores que, de facto, reconhecem a presença da ISO 9001 na hotelaria, a maioria não procura se a unidade hoteleira é certificada pela norma aquando a escolha.
The constant changes in the hospitality market and its customers tastes and preferences make it difficult to develop products and services that meet their needs and exceed their expectations. In order to minimize this difficulty, some hotel units have resorted to certification by the portuguese standard, adopted from an european standard, NP EN ISO 9001:2015, which is a quality management system. At a time when the quality of services has been gaining high interest and weight in customer choice, the present dissertation, entitled “The Perception of Portuguese Hotel Customers about the ISO 9001 in the Hotel Sector”, aims to analyze the knowledge and importance of the certification of a hotel unit by the ISO 9001 quality standard when choosing a hotel by Portuguese hotel customers. Considering that the existent literature on this standard in the hotel industry focuses on the point of view of organizations, such as the advantages and disadvantages of certification, difficulties and barriers to the implementation of the quality management system, motivations that contribute to its certification by the standard and the impact on the organization at the financial and organizational level, this research, as an alternative, focuses on the study of this standard from the point of view of Portuguese hotel customers. The empirical study, based on a questionnaire and a sample of 398 respondents, concluded that although quality is indeed an important factor in the decision-making process of Portuguese hotel customers, most are unaware of the existence of ISO standards. Consequently, they are also unaware of the ISO 9001 standard and the possibility that it can be applied to the hotel sector. On the other hand, most customers who know the ISO standards also know the quality standard – ISO 9001 –, although only a small percentage recognizes its presence in the hotel sector. Of the customers who recognize its presence in the hotel sector, most do not search if the hotel unit is certified by the standard when choosing.
The constant changes in the hospitality market and its customers tastes and preferences make it difficult to develop products and services that meet their needs and exceed their expectations. In order to minimize this difficulty, some hotel units have resorted to certification by the portuguese standard, adopted from an european standard, NP EN ISO 9001:2015, which is a quality management system. At a time when the quality of services has been gaining high interest and weight in customer choice, the present dissertation, entitled “The Perception of Portuguese Hotel Customers about the ISO 9001 in the Hotel Sector”, aims to analyze the knowledge and importance of the certification of a hotel unit by the ISO 9001 quality standard when choosing a hotel by Portuguese hotel customers. Considering that the existent literature on this standard in the hotel industry focuses on the point of view of organizations, such as the advantages and disadvantages of certification, difficulties and barriers to the implementation of the quality management system, motivations that contribute to its certification by the standard and the impact on the organization at the financial and organizational level, this research, as an alternative, focuses on the study of this standard from the point of view of Portuguese hotel customers. The empirical study, based on a questionnaire and a sample of 398 respondents, concluded that although quality is indeed an important factor in the decision-making process of Portuguese hotel customers, most are unaware of the existence of ISO standards. Consequently, they are also unaware of the ISO 9001 standard and the possibility that it can be applied to the hotel sector. On the other hand, most customers who know the ISO standards also know the quality standard – ISO 9001 –, although only a small percentage recognizes its presence in the hotel sector. Of the customers who recognize its presence in the hotel sector, most do not search if the hotel unit is certified by the standard when choosing.
Description
Keywords
ISO 9001 Certificação Sector hoteleiro Perceção dos clientes Certification Hotel sector Customer’s perception