CUSTOMER PROFITABILITY AND MANAGEMENT IN HOTELS: A STUDY IN PERNAMBUCO

• Autor(a) principal: Luna, Sara Beatriz da Silva
• Data de Publicação: 2018
• Outros Autores: Leitão, Carla Renata Silva
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Ambiente Contábil
• Texto Completo: https://periodicos.ufrn.br/ambiente/article/view/13781
• topic: Customer Profitability. Management. Hotels.; Rentabilidad de Clientes. Gestión. Hoteles.; Rentabilidade de Clientes. Gestão. Hotéis.; Prática da análise da rentabilidade de clientes nos hotéis pernambucanos.

The objective of the research is to investigate the practice of customer profitability analysis in hotels of Pernambuco. The research is descriptive and use the statistical method. About the techniques it was used direct and indirect documentation. The indirect documentation involved a bibliographic research and direct documentation involved a questionnaire that was applied in hotels. The universe the research was 113 hotels of Pernambuco listed on Register System of Persons and Companies of the Tourism Sector (CADASTUR), of Ministry of Tourism of Brazil. The sample was composed of 22 hotels that answered the questionnaire. The results show that the most of hotels do not analyze the customer profitability, but they consider it important and although the most of hotels have a database of customers it do not have a information system that is able to provide information about the customer profitability. Thus, this research can contribute to the study of the information about customer profitability in the hotels management and its analysis, thereby contributing to studies about management practice in the hotel industry.