Qualidade do atendimento hoteleiro e sua influência na satisfação fidelização dos hospedes : um estudo no Gran Mercure Recife Boa viagem

Abstract

This study aimed to analyze the quality of hotel service and its influence on guest satisfaction, loyalty, and digital reputation at Grand Mercure Recife Boa Viagem. A quantitative research approach was adopted, based on data collected by the hotel between 2018 and 2024 through structured questionnaires administered to guests. The theoretical framework was grounded in service marketing and customer experience theory, addressing concepts such as perceived quality, consumer behavior in the hospitality industry, and digital reputation (Zeithaml & Bitner, 2017; Lovelock & Wirtz, 2022). The results indicated that factors such as staff friendliness, prime location, and hotel infrastructure were key determinants of guest satisfaction. However, check-in waiting time, problem resolution efficiency, and service digitalization were identified as areas for improvement. The analysis also revealed that digital reputation plays a significant role in booking decisions, reinforcing the need for active management of online reviews. Based on these findings, it is recommended to implement operational improvements, enhance digital technologies, and strengthen loyalty programs to ensure greater hotel competitiveness. This study contributes to the hospitality management literature by highlighting the importance of service excellence and personalized customer experiences in guest retention and attraction.