THE EFFECTS OF COMMUNICATION ON CUSTOMER LOYALTY TO THE LOCAL HOUSING SECTOR - A CASE STUDY
Palavras-chave:
Tourism, Local accommodation, Relational marketing, Communication, LoyaltyResumo
Currently, the tourism sector is one of the most relevant phenomena from a political, economic, environmental and socio-cultural point of view. It ceased to be seen exclusively as a synonym for leisure and started to play a role as a social agent in the societies where it develops. Given this scenario, and keeping in mind the importance of customer retention, the objective of this article is to study the influence of the relational communication variable on customer loyalty to the accommodation unit. For this, based on the conceptual model, a study was carried out that included costumer companies (employees of companies that stayed at least one night) of the accommodation unit, based on questionnaire surveys. In the empirical phase, 55 costumer companies of Casa Maria Victória were surveyed, from a convenience sample. The results show that communication and relationships are highly valued by guests and are fundamental factors for their loyalty. This study examines the importance of communication in the relationship between accommodation units and customers; however, the evaluation of the variables under study is done only from the customer's perspective, excluding the perspective of the other stakeholders involved in the process. In the future, the research should be followed to deepen the study of some more relational variables pointed out in the literature, as well as their various links in customer loyalty in the accommodation sector. The present study offers a contribution to the accommodation units, by allowing to expand and enlarge the concepts learned, integrating and crossing them with other realities, namely, with regard to customer loyalty, and the positioning of the accommodation units.
Referências
Anbori, A., Ghani, S. N., Yadav, H., Daher, A. M. & Su, T.T. (2010). Patient satisfaction and loyalty to the private hospitals in Sana’a, Yemen. International Journal for Quality in Health Care, 22(4), 310-315.
Anderson, J. C., Narus, J. A. (1999). Business market management. Understanding, creating and delivering value. New Jersey: Prentice-Hall.
Bahri, A. B., Sabahi, E., Taheri, S. & Hatami, B. (2013). The effect of relationship marketing on bank’s customer satisfaction. International Journal of Business and Behavioral Science, 3(6).
Batt, P. J. & Parining, N. N. (2002). Trust building behavior within the balinese fresh produce industry”. Inaugural conference of the IMP group in Asia. Perth, Western Australia: IMP Group.
Bowie, D. & Buttle, F. (2004). Hospitality marketing - An introduction. Oxford: Elsevier.
Cooper, C. (2006). Knowledge management and tourism. Annals of Tourism Research, 33(1), 47-64.
Cooper, C., Fletcher, J., Fyall, A., Gilbert, D. & Wanttill, S. (2007). Turismo: Princípios e práticas (3ª. Ed.). Campo Alegre: Bookman.
Esteves, A. (2011). Fatores de fidelização em instituições de saúde: A perspetiva do cliente. Dissertação de mestrado. Universidade do Minho, Braga, Portugal.
Feng, J., & Papatla, P. (2012). Is online word of mouth higher for new models or redesigns? An investigation of the automobile Industry. Journal of Interactive Marketing, 26, 92-101.
Gronroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. The Journal of Business & Industrial Marketing, 19(2), 99-113.
Kotler, P. (2011). Marketing 3.0. Lisboa: Atual Editora.
Lombard, M. R. & Steyn, T.F.J. (2008). The relationship marketing practices of travel agencies in the Western Cape Province. South African Journal of Business Management, 39(4).
Loots, H. & Grobler, A. (2014). Applying marketing management and communication management theories to increase client retention in the short-term insurance industry. Public Relations Review (40), 328–337.
Lukosius, V., Aguirre, G. & Joonas, K. (2010). The relation between relationship marketing and customer loyalty in health organizations. Proceedings of the Annual Meeting of the Association Collegiate Marketing Educators.
Marujo, M. (2008). Turismo e comunicação. Castelo Branco. RVJ Editores.
Mesquita, I. J. (2013). Fidelização de clientes em hotelaria (relatório de estágio). Universidade Técnica de Lisboa, Lisboa.
Mohr, J. J., Fisher, R. J. & Nevin, J. R. (1996). Collaborative communication in interfirm relationships: moderating effects of integration and control. Journal of Marketing, 60(6), 103-115.
Murakami, D. & Anjos, M. (2017). A importância da tecnologia para as empresas: Uma análise do marketing de relacionamento nas redes sociais da ótica nova visão. Getec, 6, 57–73.
Organização Mundial do Turismo (2011). Concepts and definitions. [online] Retirado de http://statistics.unwto.org/sites/all/files/pdf/unwto_tsa_1.pdf. Peck, H., Payne, A., Christopher, M. & Clark, M. (2004). Relationship marketing: strategy and implementation. Oxford: Elsevier.
Peppers, D. & Rogers, M. (2017). Managing customer experience and relationship (3rd ed.). Wiley.
Publituris. O mercado turístico. Disponível em http://www.publituris.pt/2008/10/01/o-mercado-turistico/ Consulta em 13 de janeiro de 2019.
Serra, F. A. (2005). Fator humano da qualidade em empresas hoteleiras. Rio de Janeiro: Qualitymark.
Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Turismo de Portugal (2017). Estratégia Turismo 2027. Retirado de https://www.turismodeportugal.pt/SiteCollectionDocuments/estrategia/estrategia-turismo2027.pdf.
Turismo de Portugal (2019). Oferta Turística. Disponível http://business.turismodeportugal.pt/pt/Conhecer/Oferta-Turistica/Paginas/default.aspx.
Vieira, E.V. (2003). Marketing hoteleiro: Uma ferramenta indispensável. Caxias do Sul: Educs.
Vieira, S. I. D. (2015). Marketing de relaciones. Fidelización de clientes en el setor público de la salud en Portugal – Región de Alentejo. Tesis Doctoral, Faculdad de Ciencias Económicas y Empresariales. Universidad de Extremadura. Badajoz, Espanha.
