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Avaliação da Satisfação de Clientes em Unidades Hoteleiras: Estudo de Caso
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Resumo(s)
A indústria hoteleira está em constante crescimento e a concorrência é cada vez maior. É
necessário satisfazer os hóspedes para que considerem a sua estadia nos hotéis uma experiência
única e para que possam voltar ou até mesmo recomendar. No entanto, existe uma grande lacuna
de informação no que toca aos fatores que são mais valorizados num hotel e até mesmo o que
impacta mais a satisfação dos clientes. É neste sentido que se insere esta tese, sendo que
apresenta um estudo de quais os fatores mais importantes e que impactam mais a estadia dos
clientes nas unidades hoteleiras para que num futuro próximo, essas mesmas unidades
hoteleiras se possam precaver de reclamações e comentários menos positivos. De forma a
cumprir o objetivo proposto, foram recolhidos dados de opinião de hóspedes através do site
“booking.com” e inquéritos internos de uma unidade hoteleira em específico, de dois anos
consecutivos, para que se possa extrair os fatores mais importantes. Depois disso, concluiu-se
que os fatores mais importantes são: Check-In / Check-Out, Pequeno-Almoço, Serviço,
Aparência da propriedade, Quarto, Higiene/Limpeza, Internet, Alimentos e Bebidas,
Funcionários/Atendimento, Localização/Tranquilidade, Instalações, Cama, Piscina Exterior,
Piscina Interior, Spa, Preços e Restaurantes.
The hotel industry is constantly growing, and competition is growing as well. It is necessary to satisfy guests so that they consider their stay at the hotels a unique experience and return or even recommend. However, there is a large information gap regarding the factors that are in fact most valued in a hotel and even what impacts it the most. It is in this sense that this thesis is inserted, and it presents a study of what are the most important factors, and which have the greatest impact on the customers stay in the hotel units so that in the near future, these same hotel units can avoid complaints and less positive comments. In order to fulfill the proposed objective, guest opinion data was collected through the “booking.com” website and internal surveys from a specific hotel unit, for two consecutive years, in order to extract the most important factors. After that, it was concluded that the most important factors are: Check-In / Check-Out, Breakfast, Service, Appearance of the property, Room, Hygiene/Cleaning, Internet, Food and Beverages, Staff/Service, Location/Tranquility, Facilities, Bed, Outdoor Pool, Indoor Pool, Spa, Prices and Restaurants.
The hotel industry is constantly growing, and competition is growing as well. It is necessary to satisfy guests so that they consider their stay at the hotels a unique experience and return or even recommend. However, there is a large information gap regarding the factors that are in fact most valued in a hotel and even what impacts it the most. It is in this sense that this thesis is inserted, and it presents a study of what are the most important factors, and which have the greatest impact on the customers stay in the hotel units so that in the near future, these same hotel units can avoid complaints and less positive comments. In order to fulfill the proposed objective, guest opinion data was collected through the “booking.com” website and internal surveys from a specific hotel unit, for two consecutive years, in order to extract the most important factors. After that, it was concluded that the most important factors are: Check-In / Check-Out, Breakfast, Service, Appearance of the property, Room, Hygiene/Cleaning, Internet, Food and Beverages, Staff/Service, Location/Tranquility, Facilities, Bed, Outdoor Pool, Indoor Pool, Spa, Prices and Restaurants.
Descrição
Project Work presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM
Palavras-chave
Satisfação de Clientes Fatores de Satisfação Unidade Hoteleira Marketing na Hotelaria Clients Satisfaction Satisfaction Factors Hotel Unit Hospitality Marketing