Customer Relationship Management e fidelização do cliente em hotelaria

Abstract

Customer Relationship Management (CRM) is a well-established theme in the literature and is a very popular tool among managers of service organizations with high interaction with customers. However, there is still some ambiguity regarding the concept of CRM and some diversity on how it is used for customer loyalty and profitability, particularly in the hotel sector. This research aims to understand how CRM is used in hotels in order to create loyalty. To this end, a multiple case study approach has been adopted, based on interviews with representatives of five hotels belonging to national and international chains. The findings suggest that all hotels practice CRM, even those who claim not to have the technological tools o support the entire process. Moreover, what the hotels are essentially seeking, through the implementation of CRM, is to increase customer retention and loyalty.