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Abstract(s)
O marketing relacional no sector turístico ganha cada vez mais importância ao longo dos tempos, pois é necessário que as agências retenham e fidelizem os clientes, identificando as necessidades dos mesmos.
Com a evolução das novas tecnologias a internet passou a ser um meio de transacção de produtos turísticos, onde o marketing relacional permite aos agentes turísticos analisar as intenções de compra online e os seus antecedentes, bem como, estabelecer contacto com os consumidores levando à fidelização dos mesmos. Assim, partindo do marketing relacional esta investigação teve como objectivo principal apresentar e encontrar os factores que potenciam o marketing relacional online no turismo, em agências turísticas 100% virtuais.
Para isso, partindo do modelo conceptual, realizou-se um estudo que contemplou indivíduos que comprem viagens online, com base em inquéritos por questionário. Os resultados mostram como é essencial para uma agência turística online, conseguir transmitir confiança aos seus clientes para que estes se fidelizem. Mostram ainda que relativamente aos Web Sites os clientes consideram que a comunicação é de extrema importância para a confiança, valor percebido pelo cliente e fidelização na agência turística online. Por fim, a interactividade é de extrema importância para o valor percebido pelo cliente e para a fidelização na agência turística online. Quanto às redes sociais a comunicação e interactividade influenciam a confiança. A personalização influencia o valor percebido e a fidelização na agência turística online. Neste caso, o valor percebido pelo cliente e a confiança levam à fidelização do cliente na agência turística online.
Através dos resultados deste estudo pode então concluir-se que é necessário que as agências turísticas online apostem sobretudo, cada vez mais, em aumentar a confiança dos clientes através da comunicação com os clientes, quer através das redes sociais quer através dos seus Web Sites.
Relationship marketing is getting more important daily in the tourism sector, since it`s primary for the agencies to retain and secure the loyalty of their customers, identifying their clients’ needs. With the evolution of new technologies the internet is also a means of transaction for tourism products where relational marketing allows tourism agents to analyse buyers’ interests online and their relevant background, as well as establishing contact with the consumers, which leads to secure the customers loyalty. Therefore, this investigation aims to find which factors are important to promote in order to promote online relational marketing in the tourism sector, with agencies that are 100% virtual. In this regard, using the conceptual model, a study was done on online buyers of tourism trips, based on questionnaire surveys. The results show how essential it is for a tourism online agency, manage to convey confidence to their clients so as to make them loyal. In relation to Web sites, buyers find that communication is extremely important for reliability, value comprehension and loyalty to the online agency. In relation to social networks, communication and interactivity influence the confidence and value perceived by the customer, as well as, loyalty to the online tourism agency. In this case the value perceived by the client and the reliability assures clients’ loyalty to the online tourism agency. Take everything in consideration we can conclude that online tourism agency should invest and gain the trust of their clients, by investing in communication through the Web and their social network.
Relationship marketing is getting more important daily in the tourism sector, since it`s primary for the agencies to retain and secure the loyalty of their customers, identifying their clients’ needs. With the evolution of new technologies the internet is also a means of transaction for tourism products where relational marketing allows tourism agents to analyse buyers’ interests online and their relevant background, as well as establishing contact with the consumers, which leads to secure the customers loyalty. Therefore, this investigation aims to find which factors are important to promote in order to promote online relational marketing in the tourism sector, with agencies that are 100% virtual. In this regard, using the conceptual model, a study was done on online buyers of tourism trips, based on questionnaire surveys. The results show how essential it is for a tourism online agency, manage to convey confidence to their clients so as to make them loyal. In relation to Web sites, buyers find that communication is extremely important for reliability, value comprehension and loyalty to the online agency. In relation to social networks, communication and interactivity influence the confidence and value perceived by the customer, as well as, loyalty to the online tourism agency. In this case the value perceived by the client and the reliability assures clients’ loyalty to the online tourism agency. Take everything in consideration we can conclude that online tourism agency should invest and gain the trust of their clients, by investing in communication through the Web and their social network.
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Keywords
Marketing relacional Marketing relacional - Turismo