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Estudo da implementação de um sistema de CRM B2B na indústria hoteleira – segmento MICE
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Resumo(s)
A adoção de ferramentas de Customer Relationship Management e fundamental para o continuo crescimento das empresas, desenvolvimento do conhecimento dos seus clientes, criação de produtos e/ou serviços que satisfaçam as necessidades dos mesmos e que criem vantagens competitivas em relação aos seus concorrentes. As empresas hoteleiras não são exceção, por essa razão existe a necessidade de elaborar um estudo sobre o desenvolvimento de uma ferramenta de CRM para o segmento de negócio Meetings, Incentives, Conventions & Exhibitions (MICE) das mesmas. Desta forma, o objetivo da presente dissertação é analisar os potenciais resultados da implementação de tal ferramenta, com vista ao desenvolvimento de recomendações que permitam a conceção de um software capaz de aumentar o número de oportunidades de negócio, e o aumento dos níveis de produtividade dos profissionais de vendas da indústria hoteleira. A metodologia adotada foi o Estudo de Caso, através de uma extensa análise de documentação sobre os temas principais, da realização de entrevistas semiestruturadas a profissionais de vendas da indústria hoteleira, e da observação participativa e não participativa dos métodos atualmente utilizados.
The adoption of Customer Relationship Management Tools is critical to the continuous growth of companies, development of the knowledge of their customers, creation of products and/or services that meet the needs and create competitive advantages over their competitors. The hotel companies are no exception, for this reason there is the need to draw up a study on the development of a CRM tool for the business segment of the business to business. In this way, the purpose of this dissertation is to analyze the potential results of the implementation of such a tool, with a view to developing recommendations that allow the design of a software capable of increasing the number of business opportunities and Increase in productivity levels of the hotel industry's sales professionals. The methodology adopted was the case study, through an extensive analysis of documentation on the main topics, of the realization of the interviews of the professionals of sales of the hotel industry and of the participatory and non-participatory observation Of the methods currently used.
The adoption of Customer Relationship Management Tools is critical to the continuous growth of companies, development of the knowledge of their customers, creation of products and/or services that meet the needs and create competitive advantages over their competitors. The hotel companies are no exception, for this reason there is the need to draw up a study on the development of a CRM tool for the business segment of the business to business. In this way, the purpose of this dissertation is to analyze the potential results of the implementation of such a tool, with a view to developing recommendations that allow the design of a software capable of increasing the number of business opportunities and Increase in productivity levels of the hotel industry's sales professionals. The methodology adopted was the case study, through an extensive analysis of documentation on the main topics, of the realization of the interviews of the professionals of sales of the hotel industry and of the participatory and non-participatory observation Of the methods currently used.
Descrição
Mestrado em Ciências Empresariais
Palavras-chave
Customer Relationship Management Indústria Hoteleira Criação de Oportunidades de Negócio Meetings Incentives Conventions & Exhibitions Hospitality Industry Leads Generation Customer Relationship Management, Indústria Hoteleira, Criação de Oportunidades de Negócio, Meetings, Incentives, Conventions & Exhibitions (Português) Customer Relationship Management, Hospitality Industry, Leads Generation, Meetings, Incentives, Conventions & Exhibitions Customer Relationship Management, Indústria Hoteleira, Criação de Oportunidades de Negócio, Meetings, Incentives, Conventions & Exhibitions (Português) Customer Relationship Management, Hospitality Industry, Leads Generation, Meetings, Incentives, Conventions & Exhibitions
Contexto Educativo
Citação
Nené, Rodrigo Lopes (2019). "Estudo da implementação de um sistema de CRM B2B na indústria hoteleira – segmento MICE". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão