Estratégias de Customer-Centricity na hotelaria

Thais Bandinelli Vargas Lopes Oliveira; Ana Paula Lisboa Sohn; Pablo Flôres Limberger

doi:10.55028/at.v6i2.15441

Thais Bandinelli Vargas Lopes Oliveira UNIVALI https://orcid.org/0000-0003-1856-1968
Ana Paula Lisboa Sohn UNIVALI
Pablo Flôres Limberger UNIVALI https://orcid.org/0000-0001-6814-6020

DOI: https://doi.org/10.55028/at.v6i2.15441

Palavras-chave: hotelaria, customer-centricity, experiência do cliente, valor para o cliente

Resumo

O aumento da competitividade tem transformado o setor hoteleiro. Dentre as mudanças incorporadas pela atividade hoteleira destaca-se o customer- centricity, uma abordagem emergente e associada ao sucesso das organizações hoteleiras. O presente artigo visa apresentar um ensaio teórico sobre customer-centricity na hotelaria, por meio de uma pesquisa exploratória bibliográfica, sintetizando a literatura relevante sobre o assunto. Como resultados, viu-se que o customer-centricity destaca-se como uma estratégia organizacional que auxilia as empresas hoteleiras a promover experiências memoráveis, gerando valor para os hóspedes e vantagem competitiva superior em seu mercado de atuação. A cocriação, o fator humano dos serviços hoteleiros e o uso de sistemas de informação são observados como fatores-chaves para o sucesso da implementação de estratégias de customer-centricity na hotelaria.

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Biografia do Autor

Thais Bandinelli Vargas Lopes Oliveira, UNIVALI

Mestranda em Turismo e Hotelaria (PPGTH/UNIVALI). Especialista em Gestão Hoteleira pela Castelli Escola Superior de Hotelaria. E-mail: thaisoliveira@edu.univali.br

Ana Paula Lisboa Sohn, UNIVALI

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina, Professora titular do Programa de Pós- Graduação em Turismo e Hotelaria da Universidade do Vale do Itajaí UNIVALI e-mail: anasohn@univali.br

Pablo Flôres Limberger, UNIVALI

Doutor em Turismo e Hotelaria pela Universidade do Vale do Itajaí – UNIVALI, pesquisador e professor do Programa de Pós-Graduação em Turismo e Hotelaria da UNIVALI. e-mail: pablofl@univali.br

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