Um piloto experimental de uma ferramenta estratégica de gestão das relações com os clientes (CRM) para pequenos e médios hoteleiros

Augusto Díaz-Ordóñez González; José Ramón Cardona; María del Carmen Azpelicueta Criado

doi:10.57883/thij7(2)2016.30332

Autores

Augusto Díaz-Ordóñez González Cluster for Technological Innovation in Tourism of the Balearic Islands
José Ramón Cardona Universitat de les Illes Balears
María del Carmen Azpelicueta Criado Universitat de les Illes Balears

DOI:

https://doi.org/10.57883/thij7(2)2016.30332

Palavras-chave:

Piloto experimental, CRM, PME Indústria hoteleira, SAS, Cloud Computing

Resumo

Através dos estudos realizados anteriormente, foi definido um conjunto de capacidades estratégicas no campo da gestão de clientes (CRM) que as PME hoteleiras podem e devem desenvolver para optimizar as suas vendas. Estas Capacidades Estratégicas pressupõem a melhoria da gestão da informação dos clientes e a utilização óptima dos canais de marketing directo, especialmente Web 2.0. Canais de marketing suportados por novos avanços tecnológicos que reestruturam a gestão das operações através da utilização de um novo modelo de utilização de software e hardware (Software as a Service - SaaS). No SaaS, os dados são armazenados na "nuvem" e a externalização e subcontratação de serviços pode ser oferecida como alternativa às actividades tradicionais de organização, desenvolvimento e utilização de tecnologias de informação e gestão dentro das próprias empresas. A fim de validar a viabilidade da sua utilidade em hotéis e o impacto que a implementação destas capacidades no ambiente das PMEs hoteleiras teria, foi considerado apropriado realizar um Piloto Experimental num conjunto limitado de PMEs em Maiorca (Ilhas Baleares, Espanha). Esta investigação é um estudo de vários casos em que o CRM criado para PMEs é testado. O grau de sucesso na implementação do piloto foi grandemente afectado pelas características específicas de cada hotel e dos seus gestores.

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