Database management as a marketing strategy for customer attraction and retention in hotel services in Pemba: Multi-study of Serra e Mar hotels

Abstract

This research will be carried out to understand the extent to which hotels use database marketing to attract and retain customers and investigate the levels of existence, knowledge, and use of the database for marketing actions that can contribute to attracting and retaining customers. The general objective is to present the management of the Database as a Marketing strategy for attracting and retaining customers in hotel services in Pemba: a multi-study of the Serra e Mar hotels and specific objectives to describe the marketing actions for attracting and retaining customers in hotels and to analyze the relationship between the use of the hotel database and the marketing of attraction and retention of customers. Initially, it presents the introduction with the theoretical framework on service marketing, customer relationship management (CRM), customer attraction and retention, and the functioning of database marketing, applied to the hotel industry. The methodology is qualitative, having as a data collection instrument the conduct of interviews with hotel managers. The analysis and interpretation of data intend to cross the field data with the theoretical framework of the research. The research is ongoing and has, as a partial final consideration, that hotels use databases in marketing actions to attract and retain customers, although on a small scale.