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A presente investigação tem como objetivo conhecer a utilidade da adesão aos
programas de fidelização hoteleiros na satisfação do cliente e comprometimento com a
marca hoteleira, e, consequentemente, desenvolver uma proposta de modelo de
Programa de Fidelização para um Grupo hoteleiro.
No sentido de entender o âmbito do presente estudo e o seu objetivo principal,
procedeu—se a uma revisão da literatura que permitisse perceber a importância do perfil
do turista atual e da realidade da hotelaria portuguesa, assim como do papel dos
Programas de Fidelização Hoteleiros na satisfação, confiança e compromisso do cliente
com a marca, através da sua aplicação.
Para perceber a utilidade, para o setor hoteleiro, dos Programas de Fidelização
enquanto ferramenta útil na satisfação, comprometimento e consequente possibilidade
de fidelização de clientes, aplicou—se um Inquérito por Questionario, dirigido a Diretores
Comerciais/ Responsáveis do Departamento Comercial de hotéis e grupos hoteleiros.
Salientam—se, no entanto, as limitações verificadas na obtenção da amostra
inicialmente pretendida, devido a atual situação pandémica.
Com base na confirmação da utilidade de tais Programas de Fidelização para os
fins a que se destinam, no setor hoteleiro em particular, o presente trabalho apresenta
ainda uma proposta de modelo de Programa de Fidelização para o Grupo Hoteleiro JASE
Hotels & Resorts, sustentada em exemplos de Programas similares, já existentes em
Grupos Hoteleiros a operar no mercado português.
This research aims to understand the usefulness of joining hotel loyalty programs in customer satisfaction and commitment to the hotel brand, and consequently developing a proposal for a loyalty program model for a hotel group. Aiming to understand the scope of the present study and its main objective, a review of the literature was carried out in order to understand the importance of the profile of the current tourist and the reality of Portuguese hotels, as well as the role of Hotel Loyalty Programs in the customer satisfaction, trust and commitment to the brand, through its application. In order to understand the usefulness, for the hotel sector, of the Loyalty Programs as a useful tool in the satisfaction, commitment and consequent possibility of customerloyalty, a Questionnaire Survey was applied, directed to Commercial Directors / Responsible of the Commercial Department of hotels and hotel groups. It should be noted, however, the limitations observed in obtaining the sample initially intended, due to the current pandemic situation. Based on the confirmation of such Loyalty Programs usefulness for the purposes which they are intended, in the hotel sector in particular, this paper also presents a proposal for a Loyalty Program model for the Hotel Group JASE Hotels & Resorts, supported by Similar Programs examples, already existing in Hotel Groups operating in the Portuguese market.
This research aims to understand the usefulness of joining hotel loyalty programs in customer satisfaction and commitment to the hotel brand, and consequently developing a proposal for a loyalty program model for a hotel group. Aiming to understand the scope of the present study and its main objective, a review of the literature was carried out in order to understand the importance of the profile of the current tourist and the reality of Portuguese hotels, as well as the role of Hotel Loyalty Programs in the customer satisfaction, trust and commitment to the brand, through its application. In order to understand the usefulness, for the hotel sector, of the Loyalty Programs as a useful tool in the satisfaction, commitment and consequent possibility of customerloyalty, a Questionnaire Survey was applied, directed to Commercial Directors / Responsible of the Commercial Department of hotels and hotel groups. It should be noted, however, the limitations observed in obtaining the sample initially intended, due to the current pandemic situation. Based on the confirmation of such Loyalty Programs usefulness for the purposes which they are intended, in the hotel sector in particular, this paper also presents a proposal for a Loyalty Program model for the Hotel Group JASE Hotels & Resorts, supported by Similar Programs examples, already existing in Hotel Groups operating in the Portuguese market.
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Palavras-chave
Programa de fidelização Programa de fidelização hoteleiro Fidelização de clientes Satisfação Marketing relacional Loyalty program Hotel loyalty program Customer loyalty Satisfaction Relational marketing