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Previous issue date: 2006-08-03 / The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration / O presente estudo analisa a Gest?o do Marketing de Relacionamento como diferencial estrat?gico em empresas hoteleiras da cidade de Natal - RN. Para esse fim, foram realizadas entrevistas com gestores, bem como a observa??o direta de processos, documentos, a??es e estrat?gias desenvolvidas pelos hot?is, com o intuito de conhecer o n?vel de percep??o e valora??o do relacionamento com clientes, verificar recursos e tecnologias utilizadas na Gest?o do Marketing de Relacionamento, identifica??o, segmenta??o e diferencia??o de clientes, personaliza??o de produtos e servi?os, e resultados da ?nfase no relacionamento com clientes para as empresas hoteleiras. A pesquisa pode ser classificada como explorat?ria - descritiva, e seu universo ? limitado ? cidade de Natal, abrangendo hot?is que tenham realizado atividade tur?stica em 2005 e 2006. Ainda sobre os crit?rios de sele??o da amostra, o estudo investigou empresas hoteleiras que se enquadrassem na categoria luxo superior, ou seja, hot?is cinco estrelas, pertencentes a redes nacionais e internacionais. Quanto ao tratamento e an?lise dos dados foi feito ? partir do suporte te?rico dos autores que trabalham a tem?tica e da an?lise das entrevistas com gestores, documentos e processos observados pela pesquisadora nos hot?is estudados. A pesquisa mostra que, os entrevistados compreendem a import?ncia de trabalhar a Gest?o do Marketing de Relacionamento nas empresas hoteleiras, no intuito de obter vantagem competitiva sustent?vel. Constatou-se ainda que, os hot?is pesquisados usam instrumentos e estrat?gias de Gest?o do Marketing de Relacionamento, por?m sem amplo conhecimento te?rico, tendo como base apenas a experi?ncia dos gestores e processos j? disseminados, gerando uma vantagem competitiva moment?nea e n?o relacionamentos ? longo prazo
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/12213 |
| Date | 03 August 2006 |
| Creators | Silva, Tarcyla Costa Medeiros da |
| Contributors | CPF:15590534453, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4706850H6, Alloufa, Jom?ria Mata de Lima, CPF:03203069415, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4780080H5, Almeida, S?nia Trigueiro de, CPF:1606200046, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4798563J0, Alexandre, Mauro Lemuel de Oliveira |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Administra??o, UFRN, BR, Pol?ticas e Gest?o P?blicas; Gest?o Organizacional |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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