A percepção da cultura customer-centric nos meios de hospedagem brasileiros
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https://doi.org/10.29147/revhosp.v22.1191Palavras-chave:
customer centricity, hotelaria, orientação ao cliente, tecnologia, vantagem competitivaResumo
A hotelaria tem mudado o foco no produto/serviço para uma atividade centrada no cliente, buscando o potencial aumento da satisfação, lealdade, competitividade, receitas, trazendo benefícios para todos os envolvidos no processo. Buscando investigar esse fenômeno, essa pesquisa propõe um modelo de análise da percepção da cultura customer-centric nos meios de hospedagem, a partir de dimensões da literatura: cultura orientada ao cliente, atitude, uso da tecnologia na gestão do relacionamento, vantagem competitiva e performance organizacional. A coleta de dados foi por questionário com escala Likert de concordância e dados secundários. O teste do modelo teve 127 respondentes de 47 meios de hospedagens no Brasil. Para análise utilizou-se estatística descritiva, análise fatorial confirmatória e modelagem de equações estruturais. Os resultados evidenciam, de forma significativa, o efeito positivo da atitude e da tecnologia na cultura orientada ao cliente e que a obtenção de vantagem construída com cultura customer-centric impactou positivamente na performance organizacional. Enquanto avanço teórico, valida-se o modelo proposto a partir dos resultados obtidos e deixa-se uma ferramenta diagnóstica para contribuir com a implementação da cultura customer-centric em meios de hospedagem, por meio da gestão de pessoas e de adoção de novas tecnologias. Agenda e demais implicações são apresentadas na conclusão.
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