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Determinantes de satisfação e lealdade em serviços de hotelaria – o estudo de caso do M.Ou.Co Hotel
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Abstract(s)
Este trabalho, desenvolvido no âmbito do Mestrado de Direção Hoteleira – Direção Comercial e Marketing da Escola Superior de Hotelaria e Turismo do Politécnico do Porto tem como principal objetivo conhecer e consolidar os determinantes que garantam a satisfação do cliente na hotelaria. Apresentam-se pontos de vista de diferentes autores, no sentido de enquadrar as diferentes temáticas abordadas no desenvolvimento do estudo.
O estudo foi desenvolvido durante um estágio de 960 horas no M.Ou.Co Hotel no departamento de direção. Durante esse período a estudante passou por diferentes departamentos de forma a ter uma visão mais alargada da qualidade de serviço da unidade hoteleira. Foram utilizados dados primários e secundários cuja recolha foi feita através do levantamento das reviews da UH durante os primeiros seis meses do ano nas diferentes plataformas de opinião, e a criação e aplicação de uma entrevista, estruturada em artigos científicos e proposta a todos os chefes departamentais que estavam na empresa há mais de seis meses.
Foi possível compreender as necessidades dos hóspedes com bastante detalhe e conhecer a opinião dos chefes departamentais sobre vários temas desenvolvidos em Revisão de Literatura, fazer comparação de informação e posteriormente retirar ilações cruciais para as decisões estratégicas de gestão.
Após o levantamento e tratamento de toda a informação, a estudante elaborou um plano com propostas de melhoria para a unidade em questão.
Concluiu-se que o M.Ou.Co Hotel é um hotel que necessita melhorias em várias áreas departamentais, no entanto tem bastante potencial de crescimento através da implementação das propostas desenvolvidas e outras que possam surgir.
This work, developed in the scope of the Master in Hotel Management - Commercial Management and Marketing of the Escola Superior de Hotelaria e Turismo do Politécnico do Porto has as main objective to know and consolidate the determinants that ensure customer satisfaction in hotels. The points of view of different authors are presented, in order to frame the different themes addressed in the development of the study. The study was developed during a 960-hour internship at M.Ou.Co Hotel in the management department. During this period the student went through different departments in order to have a broader vision of the quality of service of the hotel unit. Primary and secondary data were used whose collection was done by surveying the reviews of the UH during the first six months of the year in the different opinion platforms, and the creation and application of an interview, structured in scientific articles and proposed to all departmental heads who had been in the company for more than six months. It was possible to understand the needs of the guests in great detail and to know the opinion of the departmental heads on various topics developed in Literature Review, make comparison of information and then draw conclusions, that allows strategic decisions. After gathering and processing all the information, the student developed a plan with improvement proposals for the unit in question. It was concluded that the M.Ou.Co Hotel is a hotel that needs improvements in several departmental areas, however it has enough growth potential through the implementation of the developed proposals and others that may arise.
This work, developed in the scope of the Master in Hotel Management - Commercial Management and Marketing of the Escola Superior de Hotelaria e Turismo do Politécnico do Porto has as main objective to know and consolidate the determinants that ensure customer satisfaction in hotels. The points of view of different authors are presented, in order to frame the different themes addressed in the development of the study. The study was developed during a 960-hour internship at M.Ou.Co Hotel in the management department. During this period the student went through different departments in order to have a broader vision of the quality of service of the hotel unit. Primary and secondary data were used whose collection was done by surveying the reviews of the UH during the first six months of the year in the different opinion platforms, and the creation and application of an interview, structured in scientific articles and proposed to all departmental heads who had been in the company for more than six months. It was possible to understand the needs of the guests in great detail and to know the opinion of the departmental heads on various topics developed in Literature Review, make comparison of information and then draw conclusions, that allows strategic decisions. After gathering and processing all the information, the student developed a plan with improvement proposals for the unit in question. It was concluded that the M.Ou.Co Hotel is a hotel that needs improvements in several departmental areas, however it has enough growth potential through the implementation of the developed proposals and others that may arise.
Description
Relatório de estágio
Keywords
Cliente Hóspede Hotelaria Qualidade de serviço Recursos humanos Customer Guest Hospitality Quality of service Human resources