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Publication
Impacto da inovação ao serviço da satisfação dos clientes
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Abstract(s)
Com o crescente desenvolvimento do setor hoteleiro, as empresas que se inserem e operam dentro
do mesmo, viram-se forçadas a ter se adaptar a constantes mudanças, que na maioria das vezes,
foram motivadas pela evolução tecnológica (Internet) e pelo respetivo aumento da concorrência.
Deste modo, para se adequar a esta evolução, as unidades hoteleiras necessitam de estar dispostas
a recorrer á inovação como um instrumento de diferenciação de oferta e de otimização de tarefas.
Assim sendo, a presente dissertação intitulada por “Impacto da inovação ao serviço da satisfação
dos clientes”, tem como propósito a análise de duas grandes vertentes deste setor, a Inovação e os
Clientes. Este setor é caracterizado por ser dirigido de pessoas para pessoas e como tal, a
satisfação e o bem-estar dos clientes são a prioridade número um destas empresas.
Consequentemente, a finalidade desta investigação é compreender o grau de relação que estes
apresentam e tentar compreender em que sentido é que a inovação interfere no aumento a
satisfação do cliente. São vários os motivos que podem deixar um cliente satisfeito como a
localização, o staff, a infraestrutura do próprio hotel entre outros, contudo, este trabalho visa
constatar se a inovação também é associada á sua satisfação.
O estudo empírico foi realizado através do método da Netnografia, que permitiu obter e analisar
os dados, através de uma pesquisa na Web. Como o objetivo da dissertação depara-se sobre a
satisfação dos clientes, a investigação foi efetivamente realizada através da secção de avaliações
feitas pelos visitantes que, consequentemente tiveram uma estadia no hotel e decidiram deixar um
comentário sobre o que mais gostaram e o que poderia ser melhorado. A amostra consistiu numa
análise de 300 unidades hoteleiras sendo que, no total foram observados 9000 comentários.
Desta forma, esta investigação feita através do computador, permitiu concluir quais é que são os
fatores que tornam a experiência do cliente mais satisfatória de acordo com as respetivas regiões
de Portugal. Este método de recolha de informação ainda não é muito utilizado dentro do setor,
porém permite conhecer melhor os gostos dos clientes e permite destacar quais são as áreas que
podem ser aperfeiçoadas.
With the increasing development of the hotel sector, companies that operate and operate within it, have been forced to adapt to constant changes, which in most cases have been motivated by technological developments (Internet) and their increased competition. Thus, in order to adapt to this evolution, hotel units need to be willing to resort to innovation as an instrument of differentiation of offer and optimization of tasks. Therefore, this dissertation entitled "Impact of innovation at the service of customer satisfaction", aims at the analysis of two major aspects of this sector, Innovation and Customers. This sector is characterized by being driven from people to people and as such, currently, the satisfaction and well-being of customers are the number one priority of these companies. Consequently, the purpose of this research is to understand the degree of relationship they present and to try to understand in what sense innovation interferes in increasing customer satisfaction. There are several reasons that can leave a customer satisfied such as the location, staff, the infrastructure of the hotel itself, among others, however, this work aims to verify if innovation is also associated with their satisfaction. The empirical study was carried out using the netnography method, which allows obtaining and analyzing the data through a web search. As the purpose of the dissertation is the satisfaction of customers, the research was effectively carried out through the evaluations section, made by visitors who consequently had a stay at the hotel and decided to leave a comment on what they liked the most and what could be improved. The sample consisted of an analysis of 300 hotel units and a total of 9000 comments were observed. Thus, this investigation, carried out through the computer, allowed to conclude what are the factors that make the customer experience more satisfactory according to the respective regions of Portugal. This method of gathering information is not yet widely used within the sector, but allows to know better the tastes of customers and allows to highlight which areas can be improved.
With the increasing development of the hotel sector, companies that operate and operate within it, have been forced to adapt to constant changes, which in most cases have been motivated by technological developments (Internet) and their increased competition. Thus, in order to adapt to this evolution, hotel units need to be willing to resort to innovation as an instrument of differentiation of offer and optimization of tasks. Therefore, this dissertation entitled "Impact of innovation at the service of customer satisfaction", aims at the analysis of two major aspects of this sector, Innovation and Customers. This sector is characterized by being driven from people to people and as such, currently, the satisfaction and well-being of customers are the number one priority of these companies. Consequently, the purpose of this research is to understand the degree of relationship they present and to try to understand in what sense innovation interferes in increasing customer satisfaction. There are several reasons that can leave a customer satisfied such as the location, staff, the infrastructure of the hotel itself, among others, however, this work aims to verify if innovation is also associated with their satisfaction. The empirical study was carried out using the netnography method, which allows obtaining and analyzing the data through a web search. As the purpose of the dissertation is the satisfaction of customers, the research was effectively carried out through the evaluations section, made by visitors who consequently had a stay at the hotel and decided to leave a comment on what they liked the most and what could be improved. The sample consisted of an analysis of 300 hotel units and a total of 9000 comments were observed. Thus, this investigation, carried out through the computer, allowed to conclude what are the factors that make the customer experience more satisfactory according to the respective regions of Portugal. This method of gathering information is not yet widely used within the sector, but allows to know better the tastes of customers and allows to highlight which areas can be improved.
Description
Keywords
Setor hoteleiro Inovação Netnografia Clientes Satisfação Hotel sector Inovation Netnography Costumers Satisfation