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Digital Customer Network Strategy Influences on Hotel Business

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Innovations in Industrial Engineering (icieng 2021)

Part of the book series: Lecture Notes in Mechanical Engineering ((LNME))

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Abstract

The new digital era is highly transforming and influencing the hotel industry. Customer’ satisfaction impacts future business and customer networks emanate from digital platforms. Digital customer networks influence consumer perceptions, attitudes, and decisions to purchase. However, these digital customer networks are applicable as strategies to improve sales, reduce costs, and build loyal relationships through customers’ access, connection, engage and collaboration. The present research slicked to assess the influence of digital customer network strategy on hotel business. For this purpose, it has been conducted an exploratory study, through interviews, using remote videoconference, in July 2020 to near five General Manager of five different hotels based in Portugal. The study shows that nowadays the digital is effectively transforming the way stakeholders do business, innovate, work and cooperate. It also adds that in future this influence will be higher, which demands an accurate attention from the management and an incorporation of digital on hotel strategies. In fact, the study shows that digital marketing enhances customer service, it is cheaper and reaches the market and consumers more effectively. Social media promotes the hotel's image and brand, but it can also blacken it quickly. The SEO (Search Engine Optimization) strategy is impactful and if wisely managed, it can have a long-lasting impact with free-of-cost and an attractive website. The website helps the business to get to know about its customers and represents the major operations of the hotel.

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Author information

Authors and Affiliations

  1. IPCA - Polytechnic Institute of Cávado and Ave, Vila Frescainha, Portugal

    Teresa Dieguez

  2. CiTUR – Centre for Tourism Research, Development and Innovation, Leiria, Portugal

    Teresa Dieguez

  3. ESHT, School of Hospitality and Tourism, Polytechnic of Porto, Vila do Conde, Portugal

    Nguyen Thi Ly

  4. ISEP - School of Engineering, Polytechnic of Porto, Porto, Portugal

    Luis Pinto Ferreira & Francisco José Gomes da Silva

  5. INEGI – Instituto de Ciência e Inovação em Engenharia Mecânica e Engenharia Industrial, Porto, Portugal

    Luis Pinto Ferreira & Francisco José Gomes da Silva

Authors
  1. Teresa Dieguez
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  2. Nguyen Thi Ly
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  3. Luis Pinto Ferreira
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  4. Francisco José Gomes da Silva
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Corresponding author

Correspondence to Luis Pinto Ferreira .

Editor information

Editors and Affiliations

  1. Department of Mechanical Engineering, University of Minho, Guimarães, Portugal

    José Machado

  2. Department of Industrial Electronics, University of Minho, Guimarães, Portugal

    Filomena Soares

  3. Poznan University of Technology, Poznan, Poland

    Justyna Trojanowska

  4. Department of Manufacturing Engineering, Machines and Tools, Sumy State University, Sumy, Ukraine

    Vitalii Ivanov

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Dieguez, T., Ly, N.T., Ferreira, L.P., da Silva, F.J.G. (2022). Digital Customer Network Strategy Influences on Hotel Business. In: Machado, J., Soares, F., Trojanowska, J., Ivanov, V. (eds) Innovations in Industrial Engineering. icieng 2021. Lecture Notes in Mechanical Engineering. Springer, Cham. https://doi.org/10.1007/978-3-030-78170-5_36

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  • DOI: https://doi.org/10.1007/978-3-030-78170-5_36

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