Serviços ao cliente e marketing de relacionamento no setor hoteleiro de Porto Alegre



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Luiz Antonio Slongo
Rafael Augusto Esbroglio Müssnich

Abstract

This study aims to analyze the correlations between customer service and relationship marketing in the commercial exchange between hotels and its organizational clients. The scale developed and applied by Wilson and Vlosky (1997) to measure relationship marketing in the United States context was adapted to the brazilian service sector, as well as indicators were generated to measure the customer service level. The results obtained by structural equation modeling show good indexes of fit to the proposed theoretical structure concerning the behavior of the attributes of relationship marketing and customer service. Based on these results, some conclusions and managerial implications are analyzed in the end of the study.

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How to Cite
Slongo, L. A., & Müssnich, R. A. E. (1). Serviços ao cliente e marketing de relacionamento no setor hoteleiro de Porto Alegre. Journal of Contemporary Administration, 9(1), 149-170. https://doi.org/10.1590/S1415-65552005000100008
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Articles
Author Biographies

Luiz Antonio Slongo, Universidade de São Paulo

Doutor em Administração de Empresas, com ênfase em marketing, pela FEA/USP. Professor de cursos de graduação e pós-graduação em administração da UFRGS e da PUCRS. Suas principais áreas de interesse em pesquisa são: marketing de relacionamento, serviços ao cliente e satisfação de clientes.

Rafael Augusto Esbroglio Müssnich, Universidade Federal do Rio Grande do Sul

Mestre em Administração de Empresas, com ênfase em marketing pelo PPGA/UFRGS. Professor da PUCRS. Suas áreas de interesse em pesquisa são: estratégia, gestão de relacionamentos e serviços.