2024
Costumer Management in Hospitality and Tourism
Name: Costumer Management in Hospitality and Tourism
Code: SOC13865L
3 ECTS
Duration: 15 weeks/78 hours
Scientific Area:
Tourism
Teaching languages: Portuguese
Languages of tutoring support: Portuguese
Presentation
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Sustainable Development Goals
Learning Goals
It is intended that students acquire a body of knowledge related to a set of concepts, models and techniques to enable them to develop skills and competences related to:
1.Identify the business protocol process in the context of hotels and other tourism services
2. Understand the concepts and variables of relational marketing
3. Understand the commercial strategy centered on costumer-value
4. Identify the techniques related to CRM - Costumer Relationship Management
6. Know the customer loyalty strategies and their implications for the company
7.Plan commercial actions with inclusion of customer relationship actions
1.Identify the business protocol process in the context of hotels and other tourism services
2. Understand the concepts and variables of relational marketing
3. Understand the commercial strategy centered on costumer-value
4. Identify the techniques related to CRM - Costumer Relationship Management
6. Know the customer loyalty strategies and their implications for the company
7.Plan commercial actions with inclusion of customer relationship actions
Contents
1. Protocol in Hospitality and Tourism
1.1 Protocol in the context of tourism organizations
1.2 Examples of protocols in hospitality and tourism
2. Introduction to relational marketing applied to hotels and tourism
2.1 Relational marketing concepts and fundamentals
2.2 Definition and types of customers
2.3 The strategic value of the customer
3. Determinants and models of loyalty
3.1 Quality of service and consumer experience
3.2 Customer satisfaction and complaints management
3.3 Human resources and service excellence (the moment of truth)
4. Customer relationship management
4.1 Strategic customer planning
4.2 Strategies for customer loyalty
4.3 Evaluation of the relational strategy
5. Case Studies
1.1 Protocol in the context of tourism organizations
1.2 Examples of protocols in hospitality and tourism
2. Introduction to relational marketing applied to hotels and tourism
2.1 Relational marketing concepts and fundamentals
2.2 Definition and types of customers
2.3 The strategic value of the customer
3. Determinants and models of loyalty
3.1 Quality of service and consumer experience
3.2 Customer satisfaction and complaints management
3.3 Human resources and service excellence (the moment of truth)
4. Customer relationship management
4.1 Strategic customer planning
4.2 Strategies for customer loyalty
4.3 Evaluation of the relational strategy
5. Case Studies
Teaching Methods
Expository method, privileging dialogue, debate among students. Application of case studies, exercise sheets and individual and group work; inspection / observation study visits to accommodation units and seminars with specialists. Use of the University's moodle e-learning platform, to provide content, carry out practical tasks and use the information sources available on the internet and databases.
Evaluation system;
Continuous Assessment: 1 written test (60%) + 1 Case Study (40%)
Assessment by exam: 1 written test (100%)
Evaluation system;
Continuous Assessment: 1 written test (60%) + 1 Case Study (40%)
Assessment by exam: 1 written test (100%)
