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O Servicescape na construção da estratégia de gestão da qualidade: análise da satisfação e da intenção de retorno no Hotel Barceló Funchal Oldtown
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Na indústria hoteleira é importante que os espaços físicos e sociais sejam extensivamente
estudados e desenhados, de forma a elevar o nível de satisfação do cliente, bem como
despertar o seu desejo de voltar. Esta dissertação investiga como o Servicescape, modelo
de gestão da qualidade, influencia a satisfação e a intenção de retorno dos hóspedes.
A gestão da qualidade foca na melhoria contínua e na satisfação do cliente, enquanto
assegura o cumprimento dos objetivos empresariais. Para alcançar tais metas, diversas
metodologias e normas são aplicadas, como ISO 9001, Six Sigma, PDCA (Plan, Do,
Check, Act), Balanced Scorecard, Servqual e Servicescape.
O conceito de Servicescape é particularmente relevante, pois oferece informação sobre
como o ambiente físico pode afetar a perceção e o comportamento dos hóspedes. Este
conceito abrange tanto os aspetos físicos quanto os sociais e, enquanto modelo de gestão
da qualidade, visa garantir que todas as interações, entre os hóspedes e o ambiente, ou
entre os colaboradores e o espaço, contribuam para uma experiência excecional. Esta
experiência deve verter-se numa elevada perceção de qualidade por parte do cliente,
promovendo assim a sua fidelização. Desta forma, o presente estudo propõe-se a analisar
o papel do Servicescape na experiência do hóspede, avaliando o seu impacto na satisfação
e na intenção de retorno do cliente. Para tal, será adotada uma abordagem metodológica
mista, que combinará a aplicação de questionários aos hóspedes com a análise estatística
dos dados recolhidos, com o objetivo de identificar possíveis relações entre os elementos
do Servicescape, a satisfação e a intenção de retorno.
Os resultados têm como objetivo complementar a literatura existente, além de oferecer
recomendações práticas aos gestores hoteleiros, trazendo benefícios diretos para a
unidade em estudo, o Barceló Funchal Oldtown, localizado na ilha da Madeira.
In the hospitality industry, it is important that physical and social spaces are extensively studied and designed to raise the level of customer satisfaction and arouse their desire to return. This dissertation investigates how Servicescape, a quality management model, influences guest satisfaction and intention to return. Quality management focuses on continuous improvement and customer satisfaction, while ensuring the fulfilment of business objectives. To achieve these goals, various methodologies and standards are applied, such as ISO 9001, Six Sigma, PDCA (Plan, Do, Check, Act), Balanced Scorecard, Servqual and Servicescape. The concept of Servicescape is particularly relevant, as it provides information on how the physical environment can affect guests' perception and behaviour. This concept covers both physical and social aspects and, as a quality management model, aims to ensure that all interactions, between guests and the environment, or between employees and the space, contribute to an exceptional experience. This experience should result in a high perception of quality on the part of the customer, thus promoting customer loyalty. This study therefore aims to analyse the role of the Servicescape in the guest experience, assessing its impact on satisfaction and the customer's intention to return. To this end, a mixed methodological approach will be adopted, combining the application of questionnaires to guests with statistical analysis of the data collected, with the aim of identifying possible relationships between the elements of the Servicescape, satisfaction and intention to return. The results aim to complement the existing literature and offer practical recommendations to hotel managers, bringing direct benefits to the unit under study, the Barceló Funchal Oldtown, located on the island of Madeira.
In the hospitality industry, it is important that physical and social spaces are extensively studied and designed to raise the level of customer satisfaction and arouse their desire to return. This dissertation investigates how Servicescape, a quality management model, influences guest satisfaction and intention to return. Quality management focuses on continuous improvement and customer satisfaction, while ensuring the fulfilment of business objectives. To achieve these goals, various methodologies and standards are applied, such as ISO 9001, Six Sigma, PDCA (Plan, Do, Check, Act), Balanced Scorecard, Servqual and Servicescape. The concept of Servicescape is particularly relevant, as it provides information on how the physical environment can affect guests' perception and behaviour. This concept covers both physical and social aspects and, as a quality management model, aims to ensure that all interactions, between guests and the environment, or between employees and the space, contribute to an exceptional experience. This experience should result in a high perception of quality on the part of the customer, thus promoting customer loyalty. This study therefore aims to analyse the role of the Servicescape in the guest experience, assessing its impact on satisfaction and the customer's intention to return. To this end, a mixed methodological approach will be adopted, combining the application of questionnaires to guests with statistical analysis of the data collected, with the aim of identifying possible relationships between the elements of the Servicescape, satisfaction and intention to return. The results aim to complement the existing literature and offer practical recommendations to hotel managers, bringing direct benefits to the unit under study, the Barceló Funchal Oldtown, located on the island of Madeira.
Descrição
Palavras-chave
Hotelaria Servicescape Satisfação Gestão da qualidade Intenção de retorno Hospitality Quality management Guest experience Satisfaction Return intention Gestão Hoteleira . Escola Superior de Tecnologias e Gestão