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Advisor(s)
Abstract(s)
O conceito de marketing surgiu verdadeiramente no início do século XX e desde
então o seu termo tem sofrido várias alterações. Dessas várias alterações surgiu o
marketing relacional que é o marketing que está voltado para o relacionamento entre o
cliente e a entidade proveniente de serviços ou produtos. O marketing relacional em
hotelaria apareceu nas duas últimas duas décadas, quando os
marketers
entenderam
que era mais lucrativo para o hotel manter os clientes existentes do que tentar atrair
novos. Para conseguir fidelizar os clientes os
marketers
entenderam que estão em jogo
necessários vários aspetos como, por exemplo, satisfação do cliente, valor percebido,
confiança e reputação da marca, afeto à marca e os colaboradores, entre outros aspetos.
A existência de poucos estudos com foco nos hotéis de 5 estrelas do Porto deu o
mote para o tema da presente dissertação, tendo como objetivo geral compreender de
que forma o marketing relacional atua no mercado hoteleiro no distrito do Porto. Tendo
em conta os objetivos específicos pretende-se identificar as razões que levam os clientes
a fidelizarem-se em hotéis de 5 estrelas, identificar o tipo de turistas que revisita o hotel,
compreender a oscilação de clientes fidelizados na zona do Porto e compreender de que
forma os aspetos exteriores ao hotel podem afetar as motivações dos clientes. Para a
realização da presentação dissertação a metodologia utilizada foi quantitativa,
transversal, explicativa e descritiva com a aplicação de um questionário por inquérito a
294 pessoas. Os resultados mostraram que a maioria das hipóteses testadas estão em
concordância com os estudos previamente efetuados (qualidade do serviço,
colaboradores, confiança na marca, reputação da marca, valor percebido, afeto,
preferência na cadeia, serviços oferecidos, preço, satisfação do cliente, experiência
turística, localização), apenas o teste que menciona o sexo dos participantes revelou
uma diferença. O que permitiu determinar as variáveis que influenciam a fidelização de
clientes em hotéis de 5 estrelas do Porto. Com base na pesquisa efetuada foi possível concluir que o processo de fidelização
de clientes, no que concerne a hotéis de 5 estrelas em Portugal, tem de ser estudado com
mais profundidade, uma vez que a características validadas são as mesmas para outro
tipo de serviços e produtos. Isto significa que são necessários mais estudos para que se
possa averiguar quais as características que são somente especificas para que os clientes
se fidelizem aos hotéis de 5 estrelas.
The concept of marketing truly emerged in the early twentieth century and since then its term has undergone several changes. From these various changes came relational marketing, which is marketing that focuses on the relationship between the customer and the entity that comes from services or products. Relational hotel marketing has appeared in the last two decades, when marketers realized that it was more profitable for the hotel to keep existing customers than trying to attract new ones. In order to build customer loyalty, marketers understood that a number of aspects are at stake, such as customer satisfaction, perceived value, trust and brand reputation, brand and employee affection, among other things. The existence of few studies focusing on 5-star hotels in Porto set the theme for the present dissertation, with the general objective of understanding how relational marketing operates in the hotel market in the district of Porto. Taking into account the specific objectives, it is intended to identify the reasons that lead customers to retain their loyalty in 5-star hotels, identify the type of tourists who revisit the hotel, understand the fluctuation of loyal customers in the Porto area and understand that The way outside aspects of the hotel can affect customer motivations. For the presentation of the dissertation the methodology used was quantitative, transversal, explanatory and descriptive with the application of a survey to 294 people. The results showed that most of the hypotheses tested then agree with previous studies (quality of service, employees, brand trust, brand reputation, perceived value, affection, chain preference, services offered, price, customer satisfaction, tourist experience), only the test that mentions the gender of the participants revealed a difference. This allowed us to determine the variables that influence customer loyalty in 5-star hotels in Porto. Based on the research it was concluded that the customer loyalty process for 5star hotels in Portugal has to be studied in more depth, since the validated characteristics are the same for other services and products. This means that further study is needed to ascertain which features are only specific for customers to be loyal to 5-star hotels.
The concept of marketing truly emerged in the early twentieth century and since then its term has undergone several changes. From these various changes came relational marketing, which is marketing that focuses on the relationship between the customer and the entity that comes from services or products. Relational hotel marketing has appeared in the last two decades, when marketers realized that it was more profitable for the hotel to keep existing customers than trying to attract new ones. In order to build customer loyalty, marketers understood that a number of aspects are at stake, such as customer satisfaction, perceived value, trust and brand reputation, brand and employee affection, among other things. The existence of few studies focusing on 5-star hotels in Porto set the theme for the present dissertation, with the general objective of understanding how relational marketing operates in the hotel market in the district of Porto. Taking into account the specific objectives, it is intended to identify the reasons that lead customers to retain their loyalty in 5-star hotels, identify the type of tourists who revisit the hotel, understand the fluctuation of loyal customers in the Porto area and understand that The way outside aspects of the hotel can affect customer motivations. For the presentation of the dissertation the methodology used was quantitative, transversal, explanatory and descriptive with the application of a survey to 294 people. The results showed that most of the hypotheses tested then agree with previous studies (quality of service, employees, brand trust, brand reputation, perceived value, affection, chain preference, services offered, price, customer satisfaction, tourist experience), only the test that mentions the gender of the participants revealed a difference. This allowed us to determine the variables that influence customer loyalty in 5-star hotels in Porto. Based on the research it was concluded that the customer loyalty process for 5star hotels in Portugal has to be studied in more depth, since the validated characteristics are the same for other services and products. This means that further study is needed to ascertain which features are only specific for customers to be loyal to 5-star hotels.
Description
Dissertação de mestrado
Keywords
Fidelização Marketing Marketing relacional Hotelaria Hotéis de 5 estrelas Loyalty Relational marketing Hospitality 5-star hotels