التفاصيل البيبلوغرافية
| العنوان: |
The case of Pestana guest club: how can an omnichannel marketing Strategy focused on digital customer experience help a hospitality company expand its loyal customer base |
| المؤلفون: |
Soares , Afonso Nobre |
| المساهمون: |
Duarte Pimentel, Duarte, RUN |
| سنة النشر: |
2023 |
| مصطلحات موضوعية: |
Omnichannel marketing, Digital experience, Loyalty programs, Hospitality management, Case study, Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
| الوصف: |
In the context of a directed research internship, this paper builds a unique case study for the hospitality industry by using current literature to analyze the practices and results of Pestana Guest Club and competing programs. It is concluded that omnichannel marketing focused on digital experience can expand the value of a loyal customer base if differentiated journeys are provided to consumers. To do so, clear targets and coherent positionings must be supported by fitting tactics, especially promotion and placement; digital experiences offered must be personalized, interactive and immersive; and touchpoints must create positive brand perceptions with an adequate frequency. |
| Contents Note: |
TID:203315928 |
| وصف الملف: |
application/pdf |
| اللغة: |
English |
| الاتاحة: |
http://hdl.handle.net/10362/164027 |
| Rights: |
embargoed access |
| رقم الانضمام: |
rcaap.com.unl.run.unl.pt.10362.164027 |
| قاعدة البيانات: |
RCAAP |