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The buying process on hospitality services and its implication to loyalty behaviour

2020Conference object Restricted access
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dc.contributor.authorFerreira, Fernanda A.
dc.contributor.authorCampos, Joana
dc.contributor.authorOliveira, Mónica
dc.date.accessioned2022-01-06T11:44:40Z
dc.date.available2022-01-06T11:44:40Z
dc.date.issued2020
dc.description.abstractThis research aims to explore hotel brand loyalty by analysing what are the main factors that lead to it and explain the individual's reasons that lead guest decision towards a specific hotel service since operational knowledge indicates that new consumption trends as well as new market segments in tourism have specific consumption behaviours and arises with the evolution of the industry. The main goal of this paper is to provide relevant information to improve hotel marketing strategies and keep the knowledge on consumer habits updated because their motivations and actions will determine and influence the ability of hotels to adapt to new consumption realities. In this context, this research focus on service hotel marketing, quality of service and hotel brand loyalty and allowed the implementation of applied consumer research in scientific methodology, using questionnaires filled out by consumers who made hotel reservations. The authors applied a statistical inferential test, a binary logistic regression model, looking up to understand if customer loyalty behaviour may be explained by our predicted and studied variables, specially emotional and rational factors, the knowledge of guests' preferences and habits, employees' performance and the existence of a loyalty programme. This research allowed to conclude that there are five main dimensions that influence loyalty behaviour: knowledge of guests' habits and preferences, contact with hotel employees, existence of a loyalty programme, room rate and rational factors, which is an important information to improve hotel marketing strategies as hotel industry becomes more competitive each year.pt_PT
dc.description.sponsorshipFernanda A. Ferreira acknowledges the financial support of UNIAG, R&D unit funded by the FCT - Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, under the Project UIDB/04752/2020
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.isbn978-0-9998551-4-0
dc.identifier.urihttp://hdl.handle.net/10400.22/19336
dc.language.isoengpt_PT
dc.publisherInternational Business Information Management Association (IBIMA)pt_PT
dc.relationUIDB/04752/2020
dc.relation.publisherversionhttps://ibima.org/accepted-paper/the-buying-process-on-hospitality-services-and-its-implication-to-loyalty-behaviour/pt_PT
dc.subjectHotel consumer behaviourpt_PT
dc.subjectHotel managementpt_PT
dc.subjectBrand-consumer relationshippt_PT
dc.subjectBrand loyaltypt_PT
dc.subjectHotel consumption cyclept_PT
dc.titleThe buying process on hospitality services and its implication to loyalty behaviourpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceSeville, Spainpt_PT
oaire.citation.endPage13386pt_PT
oaire.citation.startPage13377pt_PT
oaire.citation.titleEducation Excellence and Innovation Management: a 2025 Vision to Sustain Economic Development during Global Challenges, 35th International Business Information Management Association Conference (IBIMA)pt_PT
person.familyNameFerreira
person.familyNamePereira de Oliveira
person.givenNameFernanda A.
person.givenNameMónica
person.identifierR-000-4TV
person.identifier.ciencia-idD116-9419-5778
person.identifier.ciencia-id2311-F805-6042
person.identifier.orcid0000-0002-1335-7821
person.identifier.orcid0000-0002-3535-3039
person.identifier.ridN-4563-2013
person.identifier.scopus-author-id24723992800
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
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relation.isAuthorOfPublicationbcdf7e1e-44ef-4d67-9fcb-67e04d3c02b5
relation.isAuthorOfPublication.latestForDiscoverybcdf7e1e-44ef-4d67-9fcb-67e04d3c02b5

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