Omni-channel Communication in Tourism
DOI:
https://doi.org/10.4000/cp.7597Abstract
Encontramo-nos na era dos serviços e a comunicação estratégica é tida como determinante para o seu sucesso (Lewis, 2019). Nas últimas décadas, o processo de digitalização da sociedade influenciou notavelmente a comunicação estratégica (Batra & Keller, 2016). A comunicação praticada no processo de atendimento ao consumidor de serviços, apontada como chave para decidir a satisfação e a fidelização deste, evoluiu dos canais pessoais para os digitais (De Keyser et al., 2019). O atendimento deixou de ser praticado exclusivamente através de vendedores em loja, visitas, feiras e telefone, tendo-se desenvolvido através de e-mails, SMS, websites, chats, reuniões em ambiente virtual e programas de fidelidade de base online, entre outros recursos (Payne et al., 2017). A teoria do Processamento de Informações Sociais (PIS) da Comunicação Mediada por Computador (CMC) inspirou modelos teóricos de interação interpessoal online para explicar como indivíduos e grupos formam impressões e desenvolvem a comunicação relacional através da comunicação eletrónica (Walther et al., 2015).
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