Publicação
A influência das experiências de hospitalidade corporativa na retenção de clientes b2b: estudo de caso dos programas de hospitalidade corporativa da Galp
| Resumo: | This study aims to understand how corporate hospitality programs influence B2B customer retention. To this end, a case study was conducted on GALP's corporate hospitality experiences. This is an exploratory study with a deductive approach, based on qualitative data, as five semi-structured interviews were conducted with three distinct profiles – brand area, business area, and clients who participated in corporate hospitality experiences. The literature review revealed that trust and loyalty are key elements enhanced by these experiences in B2B relationships. Furthermore, the empirical research confirmed the existence of these two effects, identifying closeness in B2B relationships as a resulting element of these experiences, as well as increased market knowledge. From another perspective, several challenges were identified, such as managing client expectations, the ethics and conduct codes of the invited companies, budget compliance, and unforeseen circumstances on the ground. This research contributes to the development of academic literature on corporate hospitality and provides relevant insights to enhance B2B customer retention. |
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| Autores principais: | Santos, Tomás Maia |
| Assunto: | Corporate Hospitality B2B Relationships B2B Customers Customer Retention Loyalty Trust Hospitalidade Corporativa Relacionamentos B2B Clientes B2B Retenção de Clientes Lealdade Confiança |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | português |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | This study aims to understand how corporate hospitality programs influence B2B customer retention. To this end, a case study was conducted on GALP's corporate hospitality experiences. This is an exploratory study with a deductive approach, based on qualitative data, as five semi-structured interviews were conducted with three distinct profiles – brand area, business area, and clients who participated in corporate hospitality experiences. The literature review revealed that trust and loyalty are key elements enhanced by these experiences in B2B relationships. Furthermore, the empirical research confirmed the existence of these two effects, identifying closeness in B2B relationships as a resulting element of these experiences, as well as increased market knowledge. From another perspective, several challenges were identified, such as managing client expectations, the ethics and conduct codes of the invited companies, budget compliance, and unforeseen circumstances on the ground. This research contributes to the development of academic literature on corporate hospitality and provides relevant insights to enhance B2B customer retention. |
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