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Abstract(s)
A indústria da restauração esta em constante mudança, com desafios cada vez
maiores para os seus proprietários e gestores. A gestão eficaz dos preços é crucial para
enfrentar a concorrência e impulsionar o crescimento dos negócios. Neste contexto, as
estratégias de preços dinâmicos, como ferramenta de Revenue Management, pode vir a
tornar-se essencial para gestão de receita nos restaurantes. Embora estratégias de preços
dinâmicos já sejam ligeiramente adotadas globalmente, a compreensão e a adoção
dessas mesmas estratégias ainda são bastante limitadas em âmbito nacional.
Esta pesquisa tem como objetivo avaliar a adoção e o impacto das estratégias de
preços dinâmicos em restaurantes na cidade do Porto, que inclui analisar o grau de
implementação, o seu impacto na receita e nas reações dos clientes, a avaliação da
abertura dos proprietários e gestores a sua implementação, e a investigação das razões
que justificam a não utilização dessas estratégias nos restaurantes, abordando
perceções, preocupações e obstáculos relacionados.
O estudo começa com uma revisão da literatura relacionada às estratégias de
Revenue Management a diversos setores, como a hotelaria, a aviação, entre outros, e
posteriormente apontada as estratégias de Revenue Management na restauração, com
especial enfase nos preços dinâmicos.
Optou-se por uma metodologia quantitativa e o instrumento de trabalho
utilizado foi o questionário. Entre Março e Junho de 2023 foram efetuadas tentativas de
contacto a 93 restaurantes, tendo-se obtido 34 respostas por telefone.
Após terem sido analisados todos os dados, chegou-se a resultados que
respondem às questões da pesquisa. Foram inclusive identificadas algumas limitações
deste estudo e sugeridos temas para futura pesquisa.
The restaurant industry is constantly evolving, presenting increasing challenges for its owners and managers. Effective price management is crucial for facing competition and driving business growth. In this context, dynamic pricing strategies, as a Revenue Management tool, may become essential for revenue management in restaurants. While dynamic pricing strategies are already slightly adopted globally, the understanding and adoption of these strategies are still quite limited on a national scale. This research aims to assess the adoption and impact of dynamic pricing strategies in restaurants in the city of Porto. This includes analyzing the degree of implementation, its impact on revenue and customer reactions, evaluating the openness of owners and managers to its implementation, and investigating the reasons for not using these strategies in restaurants, addressing perceptions, concerns, and obstacles. The study begins with a literature review related to Revenue Management strategies across various sectors such as hospitality, and aviation, among others, and then narrows down to Revenue Management strategies in the restaurant industry, with a special emphasis on dynamic pricing. We opted for a quantitative methodology and a questionnaire was the working instrument. Between March and June 2023, attempts were made to contact 93 restaurants, resulting in 34 responses by phone. After analyzing all the data, results have been obtained that address the research question. Limitations of this study were also identified, and suggestions for future research topics were made.
The restaurant industry is constantly evolving, presenting increasing challenges for its owners and managers. Effective price management is crucial for facing competition and driving business growth. In this context, dynamic pricing strategies, as a Revenue Management tool, may become essential for revenue management in restaurants. While dynamic pricing strategies are already slightly adopted globally, the understanding and adoption of these strategies are still quite limited on a national scale. This research aims to assess the adoption and impact of dynamic pricing strategies in restaurants in the city of Porto. This includes analyzing the degree of implementation, its impact on revenue and customer reactions, evaluating the openness of owners and managers to its implementation, and investigating the reasons for not using these strategies in restaurants, addressing perceptions, concerns, and obstacles. The study begins with a literature review related to Revenue Management strategies across various sectors such as hospitality, and aviation, among others, and then narrows down to Revenue Management strategies in the restaurant industry, with a special emphasis on dynamic pricing. We opted for a quantitative methodology and a questionnaire was the working instrument. Between March and June 2023, attempts were made to contact 93 restaurants, resulting in 34 responses by phone. After analyzing all the data, results have been obtained that address the research question. Limitations of this study were also identified, and suggestions for future research topics were made.
Description
Dissertação de mestrado
Keywords
Gestão de receita Restaurantes Restauração Preços dinâmicos Hotelaria Revenue management Restaurants Restaurant industry Dynamic pricing Hospitality