Modelos front-office multicanal no serviço de alojamento

Abstract

This dissertation aims to describe the multichannel front-office delivery models offered to customers by providers of accommodation services. It seeks to identify the front-office journeys which customers can choose from when they wish to obtain the service of a particular provider, i.e., the combination of different channels offered by the provider (physical space, internet and phone) to support the provision the activities of the service process involving customer interaction, including information search, booking, stay and post- service. With regard to methodology, an exploratory study was conducted comprising the collection secondary data and primary data through direct participation and interviews with managers of different categories of accommodation providers including: hotels, apartment - hotels tourist-apartments, hostels, pensions and even motels. Data analysis allowed the identification of six different multichannel front-office models in use in accommodation services. These models were grouped into three Classes (A, B and C), depending of the number of channel managers encompassed in the model. It was also possible to conclude that there are differences in multichannel front-office models offered between the various categories of accommodation providers and that this situation is due to factors such as customer requirements, the degree of convenience offered to the customer, the communication strategy, intermediation costs and operational requirements of accommodation providers.

Date of Award	30 Apr 2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rui Sousa (Supervisor)