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Advisor(s)
Abstract(s)
Hospitality, like most industries today, is constantly changing. Markets keep growing, consumers are
increasingly demanding, and this requires from the hotel units a continuous work to achieve success
where often the key factor is differentiation. The present study intends to observe if the cross-selling
techniques are important tools for the hotel industry and if they become an effective differentiation
factor on what concerns customer satisfaction and loyalty. For the accomplishment of this study, the
authors applied surveys to three types of public: a) consumer; b) hotel manager; and c) hotel
employee. It was found that, currently, these tools are effectively used in the hotel market and that
they contribute to improve the relationship between the customer and the organisation.
This means that these companies, in order to survive in today's market, must create new sales
strategies and therefore distinguish themselves from the competition. Furthermore, this study also
demonstrates that consumers take into consideration the opinion of others who already know these
services. This word-of-mouth trend, now globalized across digital platforms, influences demand, and
hotels are already aware of it, leading them to base their strategy on the increase of customer
satisfaction, sometimes by implementing cross-selling techniques.
Description
Keywords
Hospitality Cross-selling Word-of-mouth Satisfaction Loyalty
Citation
Publisher
International Business Information Management Association (IBIMA)