Customer relationship management guest communication preferences at the Pestana Hotel Group

Detalhes bibliográficos
Autor(a) principal: Pelaez, Paola Andrea Leguizamón
Data de Publicação: 2018
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/38694
Resumo: This work project identifies seven different marketing personas for the Pestana Hotel Group and their preferences when it comes to communicating with the hotel throughout the customer journey. In order to do so, an internal analysis of Pestana Group was conducted and a qualitative research with 5000 guests of the Pestana group. Learning about the customers preferences allows the company to tailor its responses to those preferences, which will improve Pestana’s marketing efforts and guest satisfaction. The work project also provides recommendations to improve the Customer Relationship Management strategies of the Pestana group.
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spelling Customer relationship management guest communication preferences at the Pestana Hotel GroupCustomer relationship management (CRM)Communication preferencesMarketing personaDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis work project identifies seven different marketing personas for the Pestana Hotel Group and their preferences when it comes to communicating with the hotel throughout the customer journey. In order to do so, an internal analysis of Pestana Group was conducted and a qualitative research with 5000 guests of the Pestana group. Learning about the customers preferences allows the company to tailor its responses to those preferences, which will improve Pestana’s marketing efforts and guest satisfaction. The work project also provides recommendations to improve the Customer Relationship Management strategies of the Pestana group.Dahab, SóniaRUNPelaez, Paola Andrea Leguizamón2020-01-20T01:30:35Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/38694TID:201863405enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:19Zoai:run.unl.pt:10362/38694Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:01.822351Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Customer relationship management guest communication preferences at the Pestana Hotel Group
title Customer relationship management guest communication preferences at the Pestana Hotel Group
spellingShingle Customer relationship management guest communication preferences at the Pestana Hotel Group
Pelaez, Paola Andrea Leguizamón
Customer relationship management (CRM)
Communication preferences
Marketing persona
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Customer relationship management guest communication preferences at the Pestana Hotel Group
title_full Customer relationship management guest communication preferences at the Pestana Hotel Group
title_fullStr Customer relationship management guest communication preferences at the Pestana Hotel Group
title_full_unstemmed Customer relationship management guest communication preferences at the Pestana Hotel Group
title_sort Customer relationship management guest communication preferences at the Pestana Hotel Group
author Pelaez, Paola Andrea Leguizamón
author_facet Pelaez, Paola Andrea Leguizamón
author_role author
dc.contributor.none.fl_str_mv Dahab, Sónia
RUN
dc.contributor.author.fl_str_mv Pelaez, Paola Andrea Leguizamón
dc.subject.por.fl_str_mv Customer relationship management (CRM)
Communication preferences
Marketing persona
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Customer relationship management (CRM)
Communication preferences
Marketing persona
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This work project identifies seven different marketing personas for the Pestana Hotel Group and their preferences when it comes to communicating with the hotel throughout the customer journey. In order to do so, an internal analysis of Pestana Group was conducted and a qualitative research with 5000 guests of the Pestana group. Learning about the customers preferences allows the company to tailor its responses to those preferences, which will improve Pestana’s marketing efforts and guest satisfaction. The work project also provides recommendations to improve the Customer Relationship Management strategies of the Pestana group.
publishDate 2018
dc.date.none.fl_str_mv 2018-01-20
2018-01-20T00:00:00Z
2020-01-20T01:30:35Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/38694
TID:201863405
url http://hdl.handle.net/10362/38694
identifier_str_mv TID:201863405
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
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dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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