Marketing de relacionamento: perspectivas de fidelização dos clientes frente ao aumento da oferta hoteleira em Belo Horizonte

Abstract

This monograph presents as thematic the Relationship Marketing: perspectives of customer loyalty due to increased of hotels in Belo Horizonte. The aim was to analyze the strategies and actions of relationship marketing used by hotels in Belo Horizonte to stay in the competition with new lodging facilities that it is arising. For its preparation was carried out literature review and an interview with receptionists, sales managers and general account executives and heads of reception, through a semi-structured, applied in two luxury hotels chains in Belo Horizonte. Was use as reference relationship marketing, CRM, hotel and cities model that have hosted major events.