Análise dos benefícios relacionais observados por usuários de serviços

Mota, Márcio de Oliveira; Freitas, Ana Augusta Ferreira de

doi:10.1590/s1678-69712008000600007

Cited by 7 publications

(4 citation statements)

References 44 publications

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“…Além do retorno dos hóspedes, e até mesmo maior conhecimento dos clientes, um bom atendimento desencadeia um processo muito importante para pequenas empresas e que utilizam estratégias de marketing de relacionamento, a propaganda boca a boca (MOTA;FREITAS, 2008). A recomendação de alguém que já se hospedou na pousada e desfrutou de todos os serviços ofertados torna-se mais relevante do que qualquer propaganda em mídia, pois traz mais credibilidade à empresa.…”

Section: Resultados E Análiseunclassified

Marketing de relacionamento: um estudo em pousadas de Marechal Floriano - ES

Krohling

Pelissari

2013

Rev. Tur. Anál.

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RESUMOO setor de turismo teve um grande crescimento nas últimas décadas, evidenciado pelo aumento na participação relativa no setor de serviços. Os setores de turismo e serviços tornaram-se mais competitivos, e diante deste cenário, um elemento que pode ser visto como estratégico para a fidelização de clientes é o marketing de relacionamento, que busca implantar ações no sentido de personalizar as relações com os clientes. Neste trabalho são identificadas e descritas as ações de marketing de relacionamento, que as pousadas estão utilizando junto a seus clientes, objetivando colaborar com os donos das pousadas verificando se as ações empreendidas por eles são suficientes e formas de melhoramento das ações levando ao crescimento da atividade turística. O universo da presente pesquisa é formado pelas pousadas do município de Marechal Floriano, cujos sujeitos da pesquisa foram seus dirigentes. Para obtenção de dados, optou-se pela amostra não-probabilística intencional, constituída de 03 pousadas e sendo entrevistados os dirigentes, obtendo informações acerca das ações de marketing de relacionamento empreendidas. A pesquisa revelou que as principais ações de marketing de relacionamento são: o atendimento cordial; contato com os clientes por telefone para comunicar eventos; adoção de banco de dados e estabelecimento de parcerias com empresas vizinhas.Palavras-chave: Turismo. Pousadas. Serviços. Marketing de relacionamento. Marechal Floriano. ABSTRACTThe tourism sector has greatly increased in recent decades, as evidenced by the increase in the relative share in the service sector. The tourism and service sectors have become more competitive, and before this scenario, an element that can be seen as strategic for customer

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Section: Resultados E Análiseunclassified

Marketing de relacionamento: um estudo em pousadas de Marechal Floriano - ES

Krohling

Pelissari

2013

Rev. Tur. Anál.

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“…The relational benefits generated from the customization of services or loyalty plan (LP) influence consumer behavior and positively improve the company's relationship with the customer (Mota & Freitas, 2008). Dorotic et al (2012) indicate that the inclusion of rewards in LPs is of paramount importance, and consumers' needs must be continually customized.…”

Section: Benefits and The Relationship With Perceived Functional Valuementioning

confidence: 99%

The impact of customer involvement in airline loyalty programs: a multigroup analysis

Limberger

Pereira

2021

TMS

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Loyalty programs (LPs) have been considered a key determining factor for the performance of many companies. Although the benefits, satisfaction, perceived functional value (PFV), and loyalty (BSPfvL) have been widely explored, few studies have attempted to compare the results of this model in different groups of consumers. This study aims to analyze the relationships for varying levels of user involvement in airline loyalty programs. The population of this study was individual members of airway loyalty programs in Brazil. We obtained 429 answered questionnaires. We used multi-group analysis (MGA) using Partial least squares structural equation modeling (PLS-SEM). The results of this study indicate the mediation effect of satisfaction and perceived value and moderation of consumer involvement. A difference was identified between the two groups regarding hedonic benefits, satisfaction, and loyalty. This research has successfully contributed to the airline industry regarding the importance of loyalty benefits. Additionally, it highlights the importance of establishing consumers’ involvement in company loyalty programs. Finally, this study provides practical and theoretical contributions and guides future research efforts.

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“…In an analysis of the relational benefits observed by service users, Mota and Freitas (2008) identified that customers have a positive outlook when they perceive that they get some special treatment, extra discount or priority service. In this sense, Souza Neto and Mello (2009) suggest that each service influences the nature of the relationship of the companies with their consumers in a different way and that it is important to consider that consumers are not all the same and each of them may wish for a different kind of relationship with the same company.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

“…According to Gupta and Vajic (2000), the service experience occurs when a consumer has some sensation or acquisition of knowledge resulting from a level of interaction with different elements of a context created by a service provider. In this context, aspects such as convenience and price are relevant (MOTA;FREITAS, 2008), which were also quite cited in the content analysis of the interviews conducted. They are the result of interactions between "the organization, its related systems/processes, its employees and consumers" (BITNER ET AL., 1997, p. 193).…”

Section: (19%)mentioning

confidence: 99%