Marketing de relacionamento: uma análise da sua implementação para a satisfação e fidelização de clientes no sector hoteleiro em Moçambique. caso de estudo: Hotel Cardoso

Abstract

This study addresses the influence of the implementation of Relationship Marketing for customer satisfaction and loyalty in the hotel sector in Mozambique, specifically at Hotel Cardoso. The main objective was to identify the main practices, techniques and strategies of relationship marketing implemented by Hotel Cardoso to ensure the capture, retention and loyalty of customers. Relationship marketing is a tool that develops an approach between the customer and the company, aiming to obtain information and knowledge about customers in order to add greater value to their customers, suppliers and employees. Relationship marketing takes into account the need to invest in customers to provide greater profitability, therefore, investments in relationship marketing offer optimal returns with customers who have long time horizons and high switching costs. Customer loyalty, as a result of their satisfaction, is a challenge for the hotel market due to the amount of options and offers that guests find in the market. For the collection of data from this research, questionnaires were carried out to the manager and employees of the hotel, as a way of obtaining answers about the methodology that is used to attract customers. The questionnaire method was also used for employees in order to understand the reasons for customer loyalty to Hotel Cardoso. The results of this study showed that there is a high level of customer satisfaction, and through satisfaction, they tend to return to the hotel and recommend it to friends and family. Hotel managers continue to maintain contact with customers and adopt promotions and discounts as a way of attracting and retaining customers