The Influence Social Networks in Customer Acquisition Under Optical Hoteliers

• Autor(a) principal: Tomacheski Gomes, Bruna Laiene
• Data de Publicação: 2016
• Outros Autores: Mondo, Tiago Savi
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12125
• topic: : Communication; Customer Acquisition; Electronic Distribution; Social Networks; Comunicação; Distribuição eletrônica; Redes sociais; Captação de clientes.

Social networks are increasingly embedded in everyday life, a fact that has transformed the way people use to communicate and carry out various activities. Following the market flow the hotel chain is present in one or more types of social networks to publicize services and being close to its customers. From these considerations, the central objective of this research is to identify the influence of social networks in attracting customers in perspective of hoteliers. With respect to methodology falls as a scientific approach is applied and its quantitative, the sample comprising 150 the universe associated with ABIH-SC and was performed by online search field provided by questionnaire in QuestionPro software in November / 2015 to January / 2016. The sample was expected to reach 109 respondents managers, but was lower than expected with only 17.43% of respondents. Data analysis occurred by using descriptive statistics. The survey indicated that managers fall short on some issues such as investment in social networks and knowledge from the internet demand, but agree that social networks can be used as allies in attracting customers, but it should be well applied.