Marketing de relacionamento: sua aplicação na rede hoteleira da Via Costeira, Natal/RN
This article aims to analyze Relationship Marketing and its application in the hotel sector. It is one of the sectors that most stands out in the area of Relationship Marketing, since it is through this tool that hotel companies are able to create a lasting relationship with their customers, offerin...
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| Formato: | bachelorThesis |
| Idioma: | pt_BR |
| Publicado em: |
Universidade Federal do Rio Grande do Norte
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/54600 |
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| Resumo: | This article aims to analyze Relationship Marketing and its application in the hotel sector. It is one of the sectors that most stands out in the area of Relationship Marketing, since it is through this tool that hotel companies are able to create a lasting relationship with their customers, offering them personalized services and promotions. The work methodology involves data collection through the application of a semi-structured questionnaire to hotel managers on Via Costeira, with the objective of identifying relationship marketing practices. For data collection, hotel establishments on Via Costeira in the city of Natal/RN were selected. The results revealed that the studied hotels adopt relationship marketing practices, such as sending emails, promotions, discounts, special offers, etc. In addition, the results observed by the establishments in the use of this strategy are beneficial as they notice a much greater scope of disclosure. Relationship marketing in hospitality is an effective strategy to create and maintain emotional connections with customers, aiming at their loyalty and satisfaction. Through the use of CRM tools and personalization of services, it is possible to gain customer preference and generate positive indications, which is crucial for the success of hotels. However, further studies are needed to better understand the practices and effects of relationship marketing in the hospitality industry, especially in light of technological trends and changes in consumer preferences. Therefore, future research can explore different aspects of relationship marketing in hospitality, such as customer experience management, the use of artificial intelligence and the influence of social networks, contributing to improve the marketing strategy of companies in the sector. |
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