Customer-centricity strategies in hotels
Abstract
Increased competitiveness has been transforming the hotel sector. Among the changes incorporated by the hotel activity, customer-centricity stands out, a relatively new approach associated with the success of hospitality organizations. This article aims to present a theoretical essay on customer- centricity in hospitality, through exploratory bibliographic research, synthesizing the relevant literature on the subject. As a result, it was seen that customer-centricity stands out as an organizational strategy that contributes for hotel companies to promote memorable experiences, generating value for guests and superior competitive advantage in their market. Co-creation, the human factor of hotel services and the use of information systems are seen as key factors for the successful implementation of customer-centricity strategies in hotels.
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