Satisfação e fidelização do cliente de hotéis rurais
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2014
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Dado a crescente concorrência na subindústria dos Hotéis rurais e a persistente procura pela satisfação e a fidelização dos hóspedes, o objetivo do presente estudo é compreender as perceções sobre a qualidade do serviço na perspetiva dos turistas, e os fatores que contribuem para a sua satisfação e a fidelização. Aborda também a especificidade do marketing do turismo rural, destacando a relevância das novas tecnologias e das parcerias para a gestão destes destinos.
Gerando um modelo referencial edificado a partir da literatura sobre a satisfação e a fidelização, foi efetuado um inquérito por questionário, concebido por perguntas fechadas e escalas de avaliação, sendo aplicado de Julho a Setembro de 2013, tendo-se alcançado 300 questionários válidos. A variável qualidade percebida é avaliada através de uma escala adaptada do SERVQUAL a Hotéis Rurais (RURALQUAL). Além da qualidade percebida, as principais variáveis consideradas influenciadoras da fidelização dos hóspedes foram a satisfação e as reações emocionais ao serviço.
Os resultados evidenciaram que dos inquiridos foram em maior percentagem: 37% entre 41-50 anos; 57% trabalhando por conta de outrem; 58,3% detentores de diploma superior; 67,7% residentes em Portugal, dois terços dos quais zona norte do País; 17% residentes em Espanha. Os hóspedes manifestaram uma perceção geral muito positiva da qualidade dos serviços prestados. As reações emocionais de deleite, a recomendação e a qualidade percebida apresentam as maiores contribuições relativas para explicar a fidelização dos clientes.
Finalmente concluímos que, num mercado cada vez mais exigente é importante atuar em conformidade com a realidade em que vivemos, ou seja, apostar numa melhoria constante. Todos na empresa, sem exceção, devem retribuir com excelência a escolha dos seus clientes, promovendo a respetiva satisfação e fidelização.
Given the increasing competition in rural hospitality and the quest for guest satisfaction and loyalty, the aim of this study is to understand tourists’ perceptions regarding service quality, and to identify the factors contributing to their satisfaction and loyalty. The study also addresses the specificity of rural tourism marketing, highlighting the relevance of new technologies and partnerships for management of destinations. Based on a model built upon the literature on satisfaction and loyalty, a questionnaire of closed questions and rating scales was applied from July to September 2013 to a sample of 300 rural guests. The variable perceived quality is assessed using the RURALQUAL scale, previously adapted from SERVQUAL. Besides service quality, satisfaction and emotions were the other variables included in the model to explain guests’ loyalty. The results showed that surveyed guests were mainly: aged between 41 and 50 (37%); employees (57%); owning a tertiary education diploma (58.3%); living in Portugal (67.7%), from which two thirds in the North. Guests have a very positive impression of overall service quality. The feeling of delight, intention to recommend, and perceived quality are the main variables explaining guests’ loyalty. Finally we conclude that, in an increasingly demanding market is important to act in accordance with the reality we live in, or invest in a steady improvement. Everyone in the company, without exception, must respond with excellence to the choice of its customers, promoting their satisfaction and loyalty.
Given the increasing competition in rural hospitality and the quest for guest satisfaction and loyalty, the aim of this study is to understand tourists’ perceptions regarding service quality, and to identify the factors contributing to their satisfaction and loyalty. The study also addresses the specificity of rural tourism marketing, highlighting the relevance of new technologies and partnerships for management of destinations. Based on a model built upon the literature on satisfaction and loyalty, a questionnaire of closed questions and rating scales was applied from July to September 2013 to a sample of 300 rural guests. The variable perceived quality is assessed using the RURALQUAL scale, previously adapted from SERVQUAL. Besides service quality, satisfaction and emotions were the other variables included in the model to explain guests’ loyalty. The results showed that surveyed guests were mainly: aged between 41 and 50 (37%); employees (57%); owning a tertiary education diploma (58.3%); living in Portugal (67.7%), from which two thirds in the North. Guests have a very positive impression of overall service quality. The feeling of delight, intention to recommend, and perceived quality are the main variables explaining guests’ loyalty. Finally we conclude that, in an increasingly demanding market is important to act in accordance with the reality we live in, or invest in a steady improvement. Everyone in the company, without exception, must respond with excellence to the choice of its customers, promoting their satisfaction and loyalty.
Descrição
Dissertação de Mestrado em Gestão
Palavras-chave
Marketing turístico , Indústria hoteleira , Satisfação do cliente , Fidelização do cliente , Qualidade percebida