O nível de satisfação do hóspede nos meios de hospedagem comercial em desenvolvimento

Abstract

This study’s purpose was to investigate, given the guest's opinion, the level of satisfaction in developing commercial hospitality. The major objectives were: i) to investigate the corresponding factors to the guest’s satisfaction level, correlating them to the planning characteristics on the operational (OL), tactical (TL), and strategic (SL) levels; ii) To create, given the latent factors/variables, the Customer’s Satisfaction Normalized Index (CSNI), per group, according to gender, age, and schooling's control variables, as the basis for a Customer’s Satisfaction Measurement Model (CSMM); iii) proportionating, from the CSMM, theoretical and practical contributions that favors the expansion of the academic and scientific literature’s fields on the guest’s satisfaction, as well as business practice, in the context of developing commercial hospitality. The methodological procedures included a bibliographical review and fieldwork with 252 guests from 40 of the metropolitan region of Belém do Pará (RMB) commercial hosting facilities, through the application of a structured questionnaire. The collected data were submitted to the exploratory and factorial analysis, as well as the creation of the Normalized Satisfaction’s Index (NGSI) in support to groups’ formation, through Cluster’s analysis. The applied techniques and tests culminated on the CSMM validation, since they provide essential information to the company’s best performance when considering the customer’s perception on receiving the service. MMSH states these evidences coming up from factors related to the organizational strategy, communication and marketing, operation services, technology and care, human resources and food & beverages, which, regarding the NGSI and the satisfaction groups, present the results of the study. The dimensions referring to gender, age and schooling, according to the NGSI and cluster’s analysis, help to explain the experience lived by the guest. The study indicates that there is no evidence of equality of satisfaction among the three levels of schooling in the investigated commercial hospitalities, although the average level presents a difference in relation to the others. In the study’s overall outcome, both genders, male and female, from groups of classes between 18 to 30 years old, manifest greater dissatisfaction in their staying experience. On the other hand, the guests among ages of 31 and 50, who corresponds to the majority of those investigated in the study, presents a good level of satisfaction in the lodging. It turns out that there were guests overall satisfied with the staying experience, in the RMB’s commercial hospitality. The . The research expands the current theoretical knowledge on the guest’s experience in the MHC, from the NGSI creation, segregated into satisfaction groups that may follow on new lines of investigation. It also provides empirical experience by providing contributions to managers so that they enhance the customer’s experience when offering services at MHC. It is believed that the proposal model will help other developing comercial hospitality regions.