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Publication
A gestão das emoções no processo de compra
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Advisor(s)
Abstract(s)
As emoções são fundamentais ao nível do comportamento dos indivíduos pelo que, na relação com os seus clientes, as empresas necessitam de efetuar a sua gestão e avaliação, tendo como objetivo garantir a sua rentabilidade.
A sociedade atual incorpora cada vez de forma mais intensa o mundo digital, sendo crescente a utilização das redes sociais pelas pessoas para partilhar as suas experiências e emoções. Assiste-se, por outro lado, a um grande desenvolvimento da oferta turística fazendo apelo à vivência de experiências e emoções positivas, no sentido de influenciar o processo de compra, pelo que é importante, após a utilização, avaliar as emoções manifestadas pelos clientes.
O objeto de estudo da presente dissertação é a análise das emoções manifestadas pelos clientes dos cinco principais hotéis de 5 estrelas de Lisboa, de acordo com a classificação do Booking, ou seja: Avenida Palace, Bairro Alto Hotel, Corpo Santo, Memmo Príncipe Real e Myriad by Sana, relativamente ao 3º trimestre de 2021, que corresponde a um período de mais intensa utilização.
Para o desenvolvimento do trabalho efetuou-se uma revisão de literatura em termos de emoções, gestão de marketing, processo de compra e social media para aferir do atual estado da arte, utilizando como metodologia de trabalho, a netnografia, visto que é um método adequado para a investigação do comportamento do consumidor em comunidades virtuais.
A concretização do estudo foi realizada através dos comentários deixados pelos clientes a nível do Booking que é um site de grande credibilidade e notoriedade.
Observa-se também, no processo de pós compra, que as empresas efetuam uma análise muito detalhada dos comentários negativos e respondem aos clientes quer para apresentar esclarecimentos, quer para informar da retificação das eventuais anomalias apresentadas tendo em vista conseguir manter um relacionamento positivo e de fidelização.
A análise e pesquisa efetuadas permitiu identificar alguns temas para investigação futura que, a serem desenvolvidos, terão utilidade para a gestão empresarial e enriquecerão o conhecimento nesta área.
Emotions are fundamental to the behaviour of individuals, so companies need to manage and assess them in their relationship with their customers in order to ensure their profitability. Today's society incorporates the digital world more and more intensely, and people are increasingly using social networks to share their experiences and emotions. On the other hand, there is a great development of the tourism offer, appealing to the experience of positive experiences and emotions, in order to influence the purchase process, so it is important, after the use, to evaluate the emotions expressed by customers. The object of study of this dissertation is the analysis of the emotions expressed by the clients of the five main 5-star hotels in Lisbon, according to the Booking classification, that is: Avenida Palace, Bairro Alto Hotel, Corpo Santo, Memo Principe Real and Myriad by Sana, regarding the 3rd quarter of 2021, which corresponds to a period of more intense use. For the development of the work, a literature review was carried out in terms of emotions, marketing management, purchase process and social media to assess the current state of the art, using as work methodology, netnography, since it is a suitable method for the investigation of consumer behaviour in virtual communities. The study was carried out through the comments left by customers at Booking which is a site of great credibility and notoriety. It is also observed, in the post purchase process, that companies carry out a very detailed analysis of the negative comments and respond to customers either to provide clarifications or to inform them of the rectification of any anomalies presented in order to maintain a positive relationship and loyalty. The analysis and research carried out allowed us to identify some topics for future research that, if developed, will be useful for business management and will enrich knowledge in this area.
Emotions are fundamental to the behaviour of individuals, so companies need to manage and assess them in their relationship with their customers in order to ensure their profitability. Today's society incorporates the digital world more and more intensely, and people are increasingly using social networks to share their experiences and emotions. On the other hand, there is a great development of the tourism offer, appealing to the experience of positive experiences and emotions, in order to influence the purchase process, so it is important, after the use, to evaluate the emotions expressed by customers. The object of study of this dissertation is the analysis of the emotions expressed by the clients of the five main 5-star hotels in Lisbon, according to the Booking classification, that is: Avenida Palace, Bairro Alto Hotel, Corpo Santo, Memo Principe Real and Myriad by Sana, regarding the 3rd quarter of 2021, which corresponds to a period of more intense use. For the development of the work, a literature review was carried out in terms of emotions, marketing management, purchase process and social media to assess the current state of the art, using as work methodology, netnography, since it is a suitable method for the investigation of consumer behaviour in virtual communities. The study was carried out through the comments left by customers at Booking which is a site of great credibility and notoriety. It is also observed, in the post purchase process, that companies carry out a very detailed analysis of the negative comments and respond to customers either to provide clarifications or to inform them of the rectification of any anomalies presented in order to maintain a positive relationship and loyalty. The analysis and research carried out allowed us to identify some topics for future research that, if developed, will be useful for business management and will enrich knowledge in this area.
Description
Keywords
Emoções Gestão Consumidor Processo de compra Hotelaria