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Abstract(s)
A presente dissertação de mestrado visa descrever os modelos de prestação front-office multicanal oferecidos aos clientes pelos prestadores de serviços de alojamento turístico. Trata-se de identificar os trajectos front-office pelos quais os clientes podem optar quando pretendem obter o serviço de alojamento de um determinado prestador, isto é, a combinação dos diferentes canais disponibilizados (espaço físico, Internet e telefone) para suporte da prestação das actividades do processo de serviço que envolvem a interacção do cliente, nomeadamente a procura de informação, reserva, estadia e pós-serviço.
No que diz respeito à metodologia, foi realizado um estudo exploratório, através da pesquisa de informação de dados secundários e recolha de dados primários por participação directa e entrevistas junto de diferentes categorias de estabelecimentos de alojamento, designadamente: hotéis, hotéis-apartamento, apartamentos turísticos, pousadas, hostels, pensões e residenciais e ainda motéis.
A análise dos dados permitiu identificar seis diferentes modelos front-office multicanal, em uso no serviço de alojamento turístico. Estes modelos foram agregados em três classes (A, B e C), em função do número de gestores de canais englobados no modelo. Foi também possível concluir que existem diferenças nos modelos front-office multicanal oferecidos entre as diversas categorias de alojamento e, que tal situação, se deve a factores como os requisitos dos clientes, o grau de conveniência dado aos clientes, a estratégia de exposição e comunicação, os custos de intermediação e a exigência operacional dos estabelecimentos de alojamento.
This dissertation aims to describe the multichannel front-office delivery models offered to customers by providers of accommodation services. It seeks to identify the front-office journeys which customers can choose from when they wish to obtain the service of a particular provider, i.e., the combination of different channels offered by the provider (physical space, internet and phone) to support the provision the activities of the service process involving customer interaction, including information search, booking, stay and post- service. With regard to methodology, an exploratory study was conducted comprising the collection secondary data and primary data through direct participation and interviews with managers of different categories of accommodation providers including: hotels, apartment - hotels tourist-apartments, hostels, pensions and even motels. Data analysis allowed the identification of six different multichannel front-office models in use in accommodation services. These models were grouped into three Classes (A, B and C), depending of the number of channel managers encompassed in the model. It was also possible to conclude that there are differences in multichannel front-office models offered between the various categories of accommodation providers and that this situation is due to factors such as customer requirements, the degree of convenience offered to the customer, the communication strategy, intermediation costs and operational requirements of accommodation providers.
This dissertation aims to describe the multichannel front-office delivery models offered to customers by providers of accommodation services. It seeks to identify the front-office journeys which customers can choose from when they wish to obtain the service of a particular provider, i.e., the combination of different channels offered by the provider (physical space, internet and phone) to support the provision the activities of the service process involving customer interaction, including information search, booking, stay and post- service. With regard to methodology, an exploratory study was conducted comprising the collection secondary data and primary data through direct participation and interviews with managers of different categories of accommodation providers including: hotels, apartment - hotels tourist-apartments, hostels, pensions and even motels. Data analysis allowed the identification of six different multichannel front-office models in use in accommodation services. These models were grouped into three Classes (A, B and C), depending of the number of channel managers encompassed in the model. It was also possible to conclude that there are differences in multichannel front-office models offered between the various categories of accommodation providers and that this situation is due to factors such as customer requirements, the degree of convenience offered to the customer, the communication strategy, intermediation costs and operational requirements of accommodation providers.
Description
Keywords
Serviços multicanal Modelo de prestação front-office multicanal Serviço de alojamento Multi-channel services Multi-channel front-office delivery model Accommodation service