Publicação
The impact of shifting from "transactional" to "emotional": loyalty programs in the hotel industry
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Martins, Francisco Antunes da Cunha | |
| dc.contributor.author | Portugal, Maria Inês Sanches Dos Santos Fontes | |
| dc.date.accessioned | 2020-09-24T14:26:38Z | |
| dc.date.available | 2020-09-24T14:26:38Z | |
| dc.date.issued | 2020-01-14 | |
| dc.date.submitted | 2020-01-03 | |
| dc.description | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | en |
| dc.description.abstract | The purpose of this research is to understand how loyalty programs are changing in response to the change in customer’s preferences and their impact in the hotel industry, more specifically in the case of NH Hotel Group. The impact on NH’s value drivers, the share price and shareholders’ return were analyzed based on two different scenarios: one that reveals the positive impact of loyalty programs on customer retention and other that assumes that loyalty programs have no importance among travelers. These scenarios were applied to the DCF model constructed for the equity research of NH Hotel Group. This investment in loyalty programs is expected to lead to a NH Hotel Group’s target share price in December 2020 of €6.67 and net transactions with shareholders of €0.23, resulting in a total shareholders’ return of 47.5%. Having said this, the recommendation 1s to buy NH Hotel Group shares. | pt_PT |
| dc.identifier.tid | 202493156 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/104637 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | Nova School of Business and Economics | |
| dc.subject | Nh hotel group | pt_PT |
| dc.subject | Loyalty program | pt_PT |
| dc.subject | Generational preferences | pt_PT |
| dc.subject | Technology | pt_PT |
| dc.title | The impact of shifting from "transactional" to "emotional": loyalty programs in the hotel industry | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| oaire.awardNumber | UID/ECO/00124/2013 | |
| oaire.awardTitle | Nova School of Business and Economics | |
| oaire.awardURI | info:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT | |
| oaire.fundingStream | 6817 - DCRRNI ID | |
| project.funder.identifier | http://doi.org/10.13039/501100001871 | |
| project.funder.name | Fundação para a Ciência e a Tecnologia | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| relation.isProjectOfPublication | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| relation.isProjectOfPublication.latestForDiscovery | 644a3f4f-817b-4d0d-aba6-f98cdca28bc7 | |
| thesis.degree.name | Mestrado em Gestão | pt_PT |
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