Amenities como estratégia de marca e encantamento de clientes
Type
article
Publisher
Identifier
SILVA, Miriam Rayane; DIAS, Maria Carolina Cavalcante; FERREIRA, Lissa Valéria Fernandes (2021) - Amenities como estratégia de marca e encantamento de clientes. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. XIV:28, p. 129-138.
1646 - 9054
Title
Amenities como estratégia de marca e encantamento de clientes
Subject
Estratégia de marca
Encantamento
Amenities
Meios de hospedagem
Brand strategy
Costumer delight
Lodging
Encantamento
Amenities
Meios de hospedagem
Brand strategy
Costumer delight
Lodging
Date
2022-01-12T12:09:03Z
2022-01-12T12:09:03Z
2021
2022-01-12T12:09:03Z
2021
Description
Os amenities, produtos de higiene pessoal dis-ponibilizados aos hóspedes pelos estabeleci-mentos de hospedagens, se apresentam como elementos potenciais para gerar valor agrega-do, cativar, encantar e fidelizar os hóspedes e para dar maior visibilidade para as marcas dos meios de hospedagem. Neste contexto, o presente trabalho analisa, em duas etapas, os produtos de higiene pessoal ofertados pelos hotéis localizados na Via Costeira na cidade Natal, Rio Grande do Norte, Brasil. Foram identificados quais produtos são oferecidos e seus os atributos diferenciadores e, em seguida, a avaliação de qualidade a partir da percepção de especialistas e um comparativo entre os produtos utilizados pelos hotéis pesquisados, a fim de discutir as possíveis contribuições que estes produtos fornecem às respectivas marcas hoteleiras. O estudo adotou abordagem me-todológica qualitativa, descritivo-exploratória, e utilizou a técnica “teste cego” para a coleta, e a análise de conteúdo para tratamento dos dados. Diante dos resultados obtidos, onclui--se que os amenities oferecidos pela maioria dos hotéis da Via Costeira não apresentam diferenciais significativos, revelando a neces-sidade da melhoria da sua qualidade e do seu uso como estratégia de marca e encantamento de clientes pelos hotéis pesquisados
Abstract : The personal care amenities made available to guests by lodging establishments, present themselves as potential elements to gener-ate added value, enchant, delight and retain guests and to give greater visibility to their brands. Therefore, this work analyzes, in two stages, the personal care amenities offered by the hotels located on Via Costeira in the city of Natal, Rio Grande do Norte, Brazil. First, we sought to identify which products are offered and their differentiating attributes. Then, a quality assessment was carried out based on the perception of specialists, and a comparison between the products used by the hotels surveyed, in order to discuss the possible contributions, they provide to their brands. The study adopted a qualitative, descriptive-exploratory methodological approach, and used the “blind test” technique for data col-lection, and content analysis for data handling. In view of the results obtained, it is concluded that the amenities offered by most Via Costeira hotels do not present significant differentials, revealing the need to improve their quality and use as a brand strategy and customers delight by the hotels surveyed.
info:eu-repo/semantics/publishedVersion
Abstract : The personal care amenities made available to guests by lodging establishments, present themselves as potential elements to gener-ate added value, enchant, delight and retain guests and to give greater visibility to their brands. Therefore, this work analyzes, in two stages, the personal care amenities offered by the hotels located on Via Costeira in the city of Natal, Rio Grande do Norte, Brazil. First, we sought to identify which products are offered and their differentiating attributes. Then, a quality assessment was carried out based on the perception of specialists, and a comparison between the products used by the hotels surveyed, in order to discuss the possible contributions, they provide to their brands. The study adopted a qualitative, descriptive-exploratory methodological approach, and used the “blind test” technique for data col-lection, and content analysis for data handling. In view of the results obtained, it is concluded that the amenities offered by most Via Costeira hotels do not present significant differentials, revealing the need to improve their quality and use as a brand strategy and customers delight by the hotels surveyed.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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