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Publication
A comunicação mass personalization e os seus efeitos no imaginário da experiência e na fidelização dos clientes hoteleiros
| Name: | Description: | Size: | Format: | |
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| 1.24 MB | Adobe PDF |
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Abstract(s)
O aumento concorrencial e o rápido e fácil acesso à informação por parte dos
consumidores, levam as empresas a procurar diferenciar-se de forma a reter os seus clientes.
Impera a capacidade de adaptação às transformações tecnológicas e sociais, que visem a
melhoria de processos e o desenvolvimento de uma comunicação mais efetiva e direcionada às
características, preferências e necessidades individuais dos consumidores. Aliada à evolução
tecnológica surgem alterações na abordagem das empresas hoteleiras, permitindo uma maior
personalização e adequação dos conteúdos partilhados.
Neste contexto, do ponto de vista do consumidor hoteleiro, pretende-se analisar quais
os principais meios de comunicação utilizados na procura de informação aquando da escolha
de uma unidade hoteleira e avaliar de que forma as estratégias de comunicação mass
personalization influenciam o imaginário, o estado e interpretação emocional a priori da
experiência e, a posteriori, a sua capacidade de moldar as intenções futuras e manipular a
decisão de fidelização do consumidor.
Após a revisão teórica sobre os construtos basilares do tema – mass personalization,
imaginário, emoções, intenções futuras e fidelização -, suportada por várias obras científicas
anteriormente publicadas, a investigação empírica, de natureza quantitativa, contou com a
colaboração, através de inquérito por questionário, de uma amostra de 178 (cento e setenta e
oito) consumidores hoteleiros nos últimos cinco anos.
Apesar das limitações do estudo, o fundamento empírico alcançado sugere que as
estratégias de comunicação personalizadas difundidas em massa pelos vários canais - online e
offline - constituem componentes essenciais à estimulação e construção do imaginário e,
influenciam positivamente o estado e perceção emocional do consumidor, como precedentes
das intenções comportamentais de fidelização, provocando no consumidor o aumento da
disponibilidade e predisposição para a decisão de compra e posterior fidelização.
Os principais contributos desta investigação têm implicações ao nível da perceção da
importância da personalização das estratégias de comunicação na fidelização do consumidor.
The increase in competition and the quick and easy access to information by consumers lead companies to seek differentiation in order to retain their customers. The ability to adapt to technological and social changes, aimed at improving processes and developing a more effective and targeted communication to the individual characteristics, preferences and needs of consumers is paramount. Allied to technological evolution, there are changes in the approach of hotel companies, allowing for greater personalization and adequacy of shared content. In this context, from the hotel consumer's point of view, the present investigation intends to analyze the main media used in the search for information during the process of choosing a hotel unit and evaluate how mass personalization communication strategies influence the imaginary, the state and emotional interpretation a priori of the experience and, a posteriori, its ability to shape future intentions and manipulate the decision of consumer loyalty. After the theoretical review on the basic constructs of the subject - mass personalization, imagery, emotions, future intentions and loyalty -, supported by several scientific works previously published, the empirical research, of quantitative nature, relied on the collaboration, through a questionnaire survey, of a sample of 178 (hundred and seventy-eight) hotel consumers in the last five years. Despite the limitations of the study, the empirical foundation reached suggests that personalized communication strategies massively disseminated by various channels - online and offline - are essential components to the stimulation and construction of the imaginary and positively influence the state and emotional perception of the consumer, as precedents of behavioral intentions of loyalty, causing the consumer to increase the willingness and predisposition to purchase decision and subsequent loyalty. The main contributions of this research have implications in terms of the perception of the importance of personalising communication strategies in building consumer loyalty.
The increase in competition and the quick and easy access to information by consumers lead companies to seek differentiation in order to retain their customers. The ability to adapt to technological and social changes, aimed at improving processes and developing a more effective and targeted communication to the individual characteristics, preferences and needs of consumers is paramount. Allied to technological evolution, there are changes in the approach of hotel companies, allowing for greater personalization and adequacy of shared content. In this context, from the hotel consumer's point of view, the present investigation intends to analyze the main media used in the search for information during the process of choosing a hotel unit and evaluate how mass personalization communication strategies influence the imaginary, the state and emotional interpretation a priori of the experience and, a posteriori, its ability to shape future intentions and manipulate the decision of consumer loyalty. After the theoretical review on the basic constructs of the subject - mass personalization, imagery, emotions, future intentions and loyalty -, supported by several scientific works previously published, the empirical research, of quantitative nature, relied on the collaboration, through a questionnaire survey, of a sample of 178 (hundred and seventy-eight) hotel consumers in the last five years. Despite the limitations of the study, the empirical foundation reached suggests that personalized communication strategies massively disseminated by various channels - online and offline - are essential components to the stimulation and construction of the imaginary and positively influence the state and emotional perception of the consumer, as precedents of behavioral intentions of loyalty, causing the consumer to increase the willingness and predisposition to purchase decision and subsequent loyalty. The main contributions of this research have implications in terms of the perception of the importance of personalising communication strategies in building consumer loyalty.
Description
Keywords
Comunicação Emoções Fidelização Imaginário Personalização em massa Pré-experiência