Orientação ao cliente na hotelaria: mapeamento daprodução científica
DOI:
https://doi.org/10.11606/issn.1984-4867.v34i1p22-44Palavras-chave:
Gestão em turismo, Empresa hoteleira, Orientação ao cliente, Tendências, BibliometriaResumo
A busca por melhores práticas competitivas tem feito os hotéis adotarem estratégias para diferenciar seus serviços e a orientação ao cliente é uma delas. Assim, o presente artigo tem como objetivo realizar um mapeamento da produção científica sobre a orientação ao cliente (OC) na hotelaria, para identificar as abordagens mais relevantes e tópicos de futuro interesse ligados à temática. Foi realizada uma análise bibliométrica das publicações indexadas nas bases Scopus e Web of Science com a interface Biblioshiny do RStudio. A pesquisa utilizou os termos customer orient*, customer orientation e hotel* com uma estratégia de busca adaptada a cada base, considerando apenas artigos científicos publicados em revistas acadêmicas. Observou-se destacada produção chinesa e americana, tendo o Internacional Journal of Hospitality Management como periódico com maior produção e fator de impacto dentro da temática. Notável o interesse progressivo na pesquisa sobre o tema no ramo hoteleiro. A principal contribuição desse estudo foi evidenciar o papel de mediação e o impacto da OC nos comportamentos e desempenho dos funcionários, nas ações de liderança, na performance organizacional, nos atributos ambientais e nas estratégias competitivas, de marketing e de gestão. A relação entre OC, capacidade de inovação, ambidestralidade e responsabilidade social corporativa (vendo-se a performance social além da financeira e humana), o entendimento da OC como propulsora da vantagem competitiva sustentável das empresas hoteleiras e o papel das novas tecnologias nesse processo são temas emergentes.
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