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Publication
Comunicação - check-in para fidelizar clientes
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 12.91 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A comunicação faz parte das nossas vidas. Comunicamos desde que nascemos até morrermos.
A comunicação não passa apenas pela simples expressão verbal. É inevitável que comuniquemos pois também comunicamos através da expressão corporal. É uma condição inerente a qualquer ser humano.
Porque não aplicar esta ferramenta que se torna uma arma poderosa quando bem desenvolvida, para providenciar um serviço de excelência e ter clientes satisfeitos e fidelizados?
A comunicação num hotel é fulcral e decisiva para a fidelização ou não de um cliente,bem como para a captação de novos. Sendo esta a base de uma relação de satisfação e fidelização com o cliente para que o mesmo volte ao hotel, é necessário que seja bem estudada e aplicada consoante os objectivos do mesmo.
A imagem que os hotéis projectam é muito afectada pelos colaboradores, porque estes estão encarregues de projectar a imagem pretendida pelo “hotel”.
Para criar uma relação de fidelidade com os clientes, é necessário ter em mente o perfil de cada usuário dos serviços do hotel. Isto é, seleccionar, identificar e entender o público-alvo e suas necessidades, para que haja uma mútua compreensão e as necessidades do cliente serem atingidas.
O ponto crucial a ter em conta é o entendimento do cliente no seu todo. Perceber e aceitar
que todos os clientes são diferentes e têm necessidades e valores diferentes. Aprender a lidar com esta questão e fazer com que o cliente se sinta compreendido, é a chave do sucesso.
É de ressaltar que este ponto é realizado e desenvolvido através da comunicação com o cliente.Esta investigação tem foco na comunicação praticada no hotel Gat Rossio, procurando identificar o factor decisivo no acto de fidelização do cliente, através do tipo de comunicação praticada.
Para este caso de estudo, a observação directa teve um papel preponderante na medida
em que veio a consolidar as informações recolhidas através dos canais de venda online, podendo, desta forma, serem retiradas elações baseadas em várias perspectivas.
Foram formuladas várias técnicas comunicacionais que permitem que haja uma
transmissão clara e eficaz da mensagem e que podem fazer com que o receptor se identifique com a mesma.
Os resultados da investigação empírica indicam que é mais provável que um cliente volte ao hotel por se ter identificado e gostado do serviço/simpatia dos colaboradores, e que este mesmo factor muitas vezes se sobrepõe às infra-estruturas menos satisfatórias.
Apesar das reclamações relativas aos quartos e isolamento dos mesmos, muitos clientes indicaram através dos canais de venda online, que voltariam ao hotel porque foram muito bem recebidos e que os colaboradores foram sempre atenciosos para com os seus pedidos.
Com esta investigação é possível dar um contributo ao nível das técnicas comunicacionais que ajudam de forma positiva ou negativa, no poder de decisão do cliente, relativamente às suas futuras escolhas de estabelecimentos hoteleiros.
Nas considerações finais é feita uma reflexão relativamente à investigação realizada, bem
como descritas as limitações por mim encontradas no processo de realização do estágio
no Hotel Gat Rossio.
Communication is a part of our lives, we do it from the moment we are born until we pass away. Communication doesn’t confine itself to just verbal expression. It is unavoidable that we also communicate through corporal expression, for it is inherent to our human condition. Why not apply this powerful – when properly developed – tool to provide high quality service and have satisfied and loyal customers? Communication in a hotel environment is essential to achieve customer fidelity and also captivate the loyalty of new customers. It being the basis of a relationship based on customer’s satisfaction and loyalty so that they return to the hotel, it’s important that communication is studied in depth and applied according to the hotel’s goals or narrative. The image portrayed by hotels is very much influenced by its workers, since it’s their job to portray the attributes of said image that the hotel wants to have/portray. In order to create a loyalty bond with the customers, it’s necessary to know the profile of every single one of them. Select, identify and understand the target customer and their needs, so that there’s a mutual understanding, and their needs are met. It’s crucial to have an understanding of the clients, and to know and accept that every single one of them are different and have different needs and values. Learning to deal with this fact and making sure that the client feels understood is the key to success. It is to be noted that this success is achieved through communication with the customer. This research focuses on the type of communication applied at the hotel Gat Rossio, trying to identify the decisive factor in customer loyalty act, by the type of communication used. Several communication techniques have been formulated which allows a clear and effective transmission of the message which can make the receiver to relate.For this case study, direct observation played a major role which allowed me to consolidate the information collected through the online sales channels and it made me take conclusions based on various perspectives. The empirical research results indicate that it is more likely to a customer get back to the hotel because he/she liked the service / kindliness of the staff, and that this same factor often overlaps the least satisfactory infrastructure. Despite complaints about the rooms and isolation, many customers have indicated through online sales channels, they would return to the hotel because we were very well received and the employees were always mindful of their requests. With this research it is possible to give a contribution regarding communication techniques that help positively or negatively, in the power of the customer's decision regarding their future choices of hotel establishments. In final conclusions chapter, it was made a reflexion on this research, as well as described the limitations I found when going through this internship at Hotel Gat Rossio.
Communication is a part of our lives, we do it from the moment we are born until we pass away. Communication doesn’t confine itself to just verbal expression. It is unavoidable that we also communicate through corporal expression, for it is inherent to our human condition. Why not apply this powerful – when properly developed – tool to provide high quality service and have satisfied and loyal customers? Communication in a hotel environment is essential to achieve customer fidelity and also captivate the loyalty of new customers. It being the basis of a relationship based on customer’s satisfaction and loyalty so that they return to the hotel, it’s important that communication is studied in depth and applied according to the hotel’s goals or narrative. The image portrayed by hotels is very much influenced by its workers, since it’s their job to portray the attributes of said image that the hotel wants to have/portray. In order to create a loyalty bond with the customers, it’s necessary to know the profile of every single one of them. Select, identify and understand the target customer and their needs, so that there’s a mutual understanding, and their needs are met. It’s crucial to have an understanding of the clients, and to know and accept that every single one of them are different and have different needs and values. Learning to deal with this fact and making sure that the client feels understood is the key to success. It is to be noted that this success is achieved through communication with the customer. This research focuses on the type of communication applied at the hotel Gat Rossio, trying to identify the decisive factor in customer loyalty act, by the type of communication used. Several communication techniques have been formulated which allows a clear and effective transmission of the message which can make the receiver to relate.For this case study, direct observation played a major role which allowed me to consolidate the information collected through the online sales channels and it made me take conclusions based on various perspectives. The empirical research results indicate that it is more likely to a customer get back to the hotel because he/she liked the service / kindliness of the staff, and that this same factor often overlaps the least satisfactory infrastructure. Despite complaints about the rooms and isolation, many customers have indicated through online sales channels, they would return to the hotel because we were very well received and the employees were always mindful of their requests. With this research it is possible to give a contribution regarding communication techniques that help positively or negatively, in the power of the customer's decision regarding their future choices of hotel establishments. In final conclusions chapter, it was made a reflexion on this research, as well as described the limitations I found when going through this internship at Hotel Gat Rossio.
Description
Keywords
Comunicação Fidelizar Hotel Cliente Communication Loyalty Costumer