USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS

Detalhes bibliográficos
Autor(a) principal: Oliveira, Mirian
Data de Publicação: 2013
Outros Autores: Rocha de Oliveira, Leonardo, Ávila Abdala, Elisabeth
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/40573
Resumo: The exchanging of electronic messages is the most popular Internet tool for communication. It is fast, easy to use, reliable and with low cost for users. It goes beyond personal communication, allowing worldwide interaction between organizations and their customers, partners, suppliers and stakeholders. However, it is necessary for organizations to consider aspects such as answering time, information contents, and respecting cultural and social issues. The Internet growth has created new opportunities and challenges for the lodging sector. This work evaluates the use of e-mails by the lodging sector at the southernmost state of Brazil (Rio Grande do Sul). Messages simulating a customer interested in accommodation have been sent to different hotels’ categories and the answers have been evaluated. The research involved a sample of 116 hotels and carried out between March and April 2004, which is a low rate season in this area. A highlight of the results shows that only 56% of the messages have been replied in less than 24 hours, message contents were mostly incomplete and requiring further contacts for actually booking the accommodation. Therefore, the article raises questions whether this communication tool is actually working as an asset or a liability for the sector.
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spelling USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELSFACILIDADES E DIFICULDADES COM O USO DE E-MAILS PELOS HOTÉIS DA SERRA GAÚCHAe-mailaccommodationscommunicationsserra gaúchagueste-maillocal de hospedagemcomunicaçãoserra gaúchahóspedeThe exchanging of electronic messages is the most popular Internet tool for communication. It is fast, easy to use, reliable and with low cost for users. It goes beyond personal communication, allowing worldwide interaction between organizations and their customers, partners, suppliers and stakeholders. However, it is necessary for organizations to consider aspects such as answering time, information contents, and respecting cultural and social issues. The Internet growth has created new opportunities and challenges for the lodging sector. This work evaluates the use of e-mails by the lodging sector at the southernmost state of Brazil (Rio Grande do Sul). Messages simulating a customer interested in accommodation have been sent to different hotels’ categories and the answers have been evaluated. The research involved a sample of 116 hotels and carried out between March and April 2004, which is a low rate season in this area. A highlight of the results shows that only 56% of the messages have been replied in less than 24 hours, message contents were mostly incomplete and requiring further contacts for actually booking the accommodation. Therefore, the article raises questions whether this communication tool is actually working as an asset or a liability for the sector.O e-mail é uma das mais populares ferramentas da Internet para comunicação, é rápida, fácil de utilizar, confiável e de baixo custo para os usuários. Ele permite a interação da organização com seus clientes, parceiros, fornecedores e colaboradores. No entanto, é necessário que as organizações observem alguns aspectos como, por exemplo, respondam às mensagens rapidamente, de forma completa, educada e personalizada. O objetivo desta pesquisa foi identificar o comportamento de resposta dos locais de hospedagem da serra gaúcha às perguntas do consumidor final realizadas através do e-mail, focando no consumidor individual (business-to-consumer). O método de pesquisa adotado foi o descritivo, e os dados foram coletados em 116 locais de hospedagem da serra gaúcha através do envio de uma mensagem. Os principais resultados obtidos foram: baixa taxa de retorno das mensagens em um dia (56,0%), pouca qualidade das mensagens pela informalidade, não identificação do respondente, não identificação do local de hospedagem e outras formas de contato, problemas na redação, não respostas às perguntas, entre outros. Desta forma, esta pesquisa questiona se o e-mail, como ferramenta de comunicação, está realmente contribuindo favoravelmente no relacionamento dos locais de hospedagem da serra gaúcha com seus potenciais hóspedes ou dificultando o mesmo.Universidade Federal do Rio Grande do Sul2013-06-19info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionscientific articleAvaliado pelos paresartigo científicoapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/40573Electronic Review of Administration; Vol. 12 No. 2 (2006): Edição 50 - mar/abr 2006Revista Electrónica de Administración; Vol. 12 Núm. 2 (2006): Edição 50 - mar/abr 2006Revista Eletrônica de Administração; v. 12 n. 2 (2006): Edição 50 - mar/abr 20061413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/40573/25801Oliveira, MirianRocha de Oliveira, LeonardoÁvila Abdala, Elisabethinfo:eu-repo/semantics/openAccess2013-12-16T17:39:36Zoai:seer.ufrgs.br:article/40573Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2013-12-16T17:39:36REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
FACILIDADES E DIFICULDADES COM O USO DE E-MAILS PELOS HOTÉIS DA SERRA GAÚCHA
title USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
spellingShingle USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
Oliveira, Mirian
e-mail
accommodations
communications
serra gaúcha
guest
e-mail
local de hospedagem
comunicação
serra gaúcha
hóspede
title_short USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
title_full USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
title_fullStr USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
title_full_unstemmed USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
title_sort USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS
author Oliveira, Mirian
author_facet Oliveira, Mirian
Rocha de Oliveira, Leonardo
Ávila Abdala, Elisabeth
author_role author
author2 Rocha de Oliveira, Leonardo
Ávila Abdala, Elisabeth
author2_role author
author
dc.contributor.author.fl_str_mv Oliveira, Mirian
Rocha de Oliveira, Leonardo
Ávila Abdala, Elisabeth
dc.subject.por.fl_str_mv e-mail
accommodations
communications
serra gaúcha
guest
e-mail
local de hospedagem
comunicação
serra gaúcha
hóspede
topic e-mail
accommodations
communications
serra gaúcha
guest
e-mail
local de hospedagem
comunicação
serra gaúcha
hóspede
description The exchanging of electronic messages is the most popular Internet tool for communication. It is fast, easy to use, reliable and with low cost for users. It goes beyond personal communication, allowing worldwide interaction between organizations and their customers, partners, suppliers and stakeholders. However, it is necessary for organizations to consider aspects such as answering time, information contents, and respecting cultural and social issues. The Internet growth has created new opportunities and challenges for the lodging sector. This work evaluates the use of e-mails by the lodging sector at the southernmost state of Brazil (Rio Grande do Sul). Messages simulating a customer interested in accommodation have been sent to different hotels’ categories and the answers have been evaluated. The research involved a sample of 116 hotels and carried out between March and April 2004, which is a low rate season in this area. A highlight of the results shows that only 56% of the messages have been replied in less than 24 hours, message contents were mostly incomplete and requiring further contacts for actually booking the accommodation. Therefore, the article raises questions whether this communication tool is actually working as an asset or a liability for the sector.
publishDate 2013
dc.date.none.fl_str_mv 2013-06-19
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
scientific article
Avaliado pelos pares
artigo científico
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40573
url https://seer.ufrgs.br/index.php/read/article/view/40573
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/40573/25801
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 12 No. 2 (2006): Edição 50 - mar/abr 2006
Revista Electrónica de Administración; Vol. 12 Núm. 2 (2006): Edição 50 - mar/abr 2006
Revista Eletrônica de Administração; v. 12 n. 2 (2006): Edição 50 - mar/abr 2006
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
_version_ 1799766203204370432

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