- O PAPEL DO MARKETING RELACIONAL E DA COCRIAÇÃO DE VALOR NA FIDELIZAÇÃO DE CLIENTES: REVISÃO BIBLIOMÉTRICA NO SETOR HOTELEIRO
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O setor hoteleiro constitui um dos principais pilares da indústria do turismo, assumindo um papel estratégico na criação de valor económico e experiencial. A crescente competitividade e a maior exigência dos consumidores fortificam a necessidade de estratégias centradas no cliente, orientadas para o desenvolvimento de relações duradouras. Neste contexto, o marketing relacional e a cocriação de valor têm assumido particular relevância, ao promoverem experiências personalizadas que influenciam positivamente a satisfação, o valor percebido e a fidelização. Porém, a literatura apresenta-se dividida, justificando a realização de uma análise integrada destes constructos. Assim, o presente estudo desenvolve uma análise bibliométrica da investigação sobre marketing relacional, cocriação de valor e fidelização de clientes no setor hoteleiro, com o objetivo de mapear a evolução científica, identificar as principais correntes teóricas e analisar as relações entre estes conceitos. A análise incidiu sobre 41 artigos indexados na base de dados Web of Science, publicados entre 2016 e 2025, selecionados segundo critérios definidos de elegibilidade. Foram aplicadas técnicas bibliométricas para identificar padrões de publicação, autores, revistas e temas mais relevantes, sendo posteriormente analisados em profundidade os 15 estudos com maior alinhamento conceptual. Os resultados evidenciam um crescimento consistente da investigação e afirmam que o marketing relacional constitui o enquadramento conceptual dominante, complementado pela cocriação de valor, destacando o papel da satisfação, confiança, envolvimento e valor percebido na fidelização, evidenciando a importância de uma abordagem integrada baseada no relacionamento, na participação do cliente e na gestão da experiência no setor hoteleiro.
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