Adoção de Customer Relationship Management (CRM) e as competências dos colaboradores: um estudo de caso numa organização do setor hoteleiro
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Data
2013
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Customer Relationship Management (CRM) é um tema relevante que tem recebido atenção nas investigações académicas e nas iniciativas empresariais. Nesta dissertação, o CRM é compreendido como um conceito complexo que envolve tecnologias, processos e, o mais importante para este estudo, o fator pessoas. Este conceito, com suporte no Marketing Relacional, permite às empresas terem uma posição diferenciadora. Este estudo responde às seguintes questões de investigação: “Quais são as competências dos colaboradores de um hotel que possui uma estratégia de CRM implementada? Como se podem gerir essas competências?”. O método utilizado foi o estudo de caso, realizado numa empresa do setor hoteleiro. A recolha de dados deu-se por meio de entrevistas e inquéritos. Os resultados obtidos permitiram identificar as competências dos colaboradores do hotel, bem como fazer uma reflexão de como estas competências podem ser geridas. Percebeu-se que uma estratégia de CRM definida juntamente com os colaboradores do hotel, fazem com que se possa atingir melhores resultados com a iniciativa de CRM. Isso mostra-se a nível dos relacionamentos entre colaboradores e clientes, tratando cada cliente de forma única e diferenciada, mediante as suas escolhas e preferências, beneficiando de diferentes experiências provenientes do cartão de fidelização.
Customer Relationship Management (CRM) is a relevant topic already studied in academic research and highlighted in corporate initiatives. In this dissertation CRM is understood as a complex concept that involves technology, processes and most importantly for this study, people. This concept is supported by relationship marketing and it allows companies to have a distinguished position. This study answers the following research questions: "What are the skills of employees of a hotel that has a CRM strategy implemented? How can these skills be managed? The method used was a case study conducted in a company of the hotel sector. Data gathering took place through interviews and surveys. The results obtained allowed to identify the skills of employees of the hotel as well as a reflection of how these skills can be managed. A CRM strategy defined together with the employees of the hotel, make it possible to achieve better results with the CRM initiative, which is visible between employees and customers relationships, treating each client as unique and differentiated by their choices and preferences, benefiting from the different experiences from customer loyalty card.
Customer Relationship Management (CRM) is a relevant topic already studied in academic research and highlighted in corporate initiatives. In this dissertation CRM is understood as a complex concept that involves technology, processes and most importantly for this study, people. This concept is supported by relationship marketing and it allows companies to have a distinguished position. This study answers the following research questions: "What are the skills of employees of a hotel that has a CRM strategy implemented? How can these skills be managed? The method used was a case study conducted in a company of the hotel sector. Data gathering took place through interviews and surveys. The results obtained allowed to identify the skills of employees of the hotel as well as a reflection of how these skills can be managed. A CRM strategy defined together with the employees of the hotel, make it possible to achieve better results with the CRM initiative, which is visible between employees and customers relationships, treating each client as unique and differentiated by their choices and preferences, benefiting from the different experiences from customer loyalty card.
Descrição
Orientação: Rui Estrela ; co-orientação: Cristiane
Debres Pedron
Palavras-chave
COMUNICAÇÃO, MARKETING, MARKETING RELACIONAL, HOTELARIA, COMPETÊNCIAS, CRM, TRABALHADORES, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMMUNICATION, MARKETING, RELATIONSHIP MARKETING, HOTEL INDUSTRY, CRM, WORKERS