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| Projeto de graduação_2023103518 | 649.98 KB | Adobe PDF |
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Resumo(s)
A presente investigação, intitulada “A importância da Experiência do Cliente na Satisfação e Fidelização na Hotelaria”, insere-se no âmbito do estudo da gestão hoteleira e do comportamento do consumidor. O principal objetivo consiste em compreender de que forma a experiência do cliente influencia os níveis de satisfação e fidelização no contexto hoteleiro. A experiência do cliente assume um papel central no setor hoteleiro, sendo entendida como o conjunto de interações e perceções que o cliente desenvolve ao longo de todo o processo de contacto com o serviço, desde a fase de reserva até ao check-out. Neste sentido, proporcionar experiências positivas e memoráveis constitui um fator diferenciador, capaz de gerar valor e vantagem competitiva. Para a realização do estudo foi adotada uma abordagem quantitativa, recorrendo à aplicação de um questionário online a uma amostra de 76 participantes. Os dados recolhidos foram analisados através do software IBM SPSS, utilizando-se técnicas de estatística descritiva, análise de fiabilidade, correlações de Pearson, testes t para amostras independentes e análise de variância. Os resultados demonstraram que a localização, o preço, as avaliações online e as recomendações de terceiros são os fatores mais valorizados na escolha de um hotel. Relativamente à experiência durante a estadia, verificou-se que a limpeza, o conforto, a tranquilidade e o atendimento constituem os elementos com maior influência na perceção dos hóspedes. A análise evidenciou ainda a existência de relações positivas e significativas entre as diferentes dimensões da experiência e da satisfação, confirmando que uma experiência positiva contribui para aumentar a intenção de regressar ao hotel e de o recomendar a terceiros. Conclui-se, assim, que a experiência do cliente desempenha um papel determinante na satisfação e fidelização dos hóspedes, devendo as unidades hoteleiras investir na qualidade do serviço, na personalização da experiência e na melhoria contínua das condições oferecidas, de forma a reforçar a sua competitividade e a criar relações duradouras com os clientes.
The present research, entitled "The importance of customer experience in satisfaction and loyalty in Hospitality", is part of the study of hotel management and consumer behavior. The main objective is to understand how customer experience influences levels of satisfaction and loyalty in the hotel Industry. The customer experience takes on a central role in the hotel sector, being understood as the set of interactions and perceptions that the customer develops throughout the entire process of contact with the service, from the booking phase to check-out. In this sense, providing positive and memorable experiences constitutes a differentiating factor, capable of generating value and competitive advantage. For the study, a quantitative approach was adopted, using an online questionnaire to a sample of 76 participants. The collected data were analyzed through IBM SPSS Statistics software, using descriptive statistics techniques, reliability analysis, Pearson correlations, t tests for independent samples and variance analysis. The results showed that location, price, online reviews and third-party recommendations are the most valued factors in choosing a hotel. Regarding the experience during the stay, it was found that cleanliness, comfort, tranquility and service are the elements with the greatest influence on guests' perception. The analysis also showed positive and significant relationships between the different dimensions of experience and satisfaction, confirming that a positive experience contributes to increase the intention to return to the hotel and recommend it to others. It is thus concluded that the customer experience plays a decisive role in guest satisfaction and loyalty, with hotel units investing in quality of service, personalization of experience and continuous improvement of conditions offered, in order to strengthen its competitiveness and create lasting relationships with customers.
The present research, entitled "The importance of customer experience in satisfaction and loyalty in Hospitality", is part of the study of hotel management and consumer behavior. The main objective is to understand how customer experience influences levels of satisfaction and loyalty in the hotel Industry. The customer experience takes on a central role in the hotel sector, being understood as the set of interactions and perceptions that the customer develops throughout the entire process of contact with the service, from the booking phase to check-out. In this sense, providing positive and memorable experiences constitutes a differentiating factor, capable of generating value and competitive advantage. For the study, a quantitative approach was adopted, using an online questionnaire to a sample of 76 participants. The collected data were analyzed through IBM SPSS Statistics software, using descriptive statistics techniques, reliability analysis, Pearson correlations, t tests for independent samples and variance analysis. The results showed that location, price, online reviews and third-party recommendations are the most valued factors in choosing a hotel. Regarding the experience during the stay, it was found that cleanliness, comfort, tranquility and service are the elements with the greatest influence on guests' perception. The analysis also showed positive and significant relationships between the different dimensions of experience and satisfaction, confirming that a positive experience contributes to increase the intention to return to the hotel and recommend it to others. It is thus concluded that the customer experience plays a decisive role in guest satisfaction and loyalty, with hotel units investing in quality of service, personalization of experience and continuous improvement of conditions offered, in order to strengthen its competitiveness and create lasting relationships with customers.
Descrição
Projeto de Graduação apresentado à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Licenciada em Ciências Empresariais.
Palavras-chave
Experiência do cliente Satisfação Fidelização Hotelaria Qualidade de serviço Customer experience Satisfaction Loyalty Hospitality Quality of service