Hospitality in Retail Services

A Study on the Relationships Established within the Brazilian Association of Party Supplies and Related Trade

Abstract

This research analyzes hospitality in the retail context within the Brazilian Association of Party Supplies and Related Trade (ASBRAFE). The objective is to develop processes that improve interaction with its members. The guiding question of the research is: Is there engagement and hospitality in the communication established between ASBRAFE and its members? To address this question, the study investigates the process of applying a confidence index questionnaire in the market, commissioned by ASBRAFE and directed at its members and partners. A case study was used, with a qualitative approach through descriptive research on ASBRAFE, and a quantitative approach in analyzing the questionnaire results. Low levels of engagement and participation were identified, despite an optimistic economic outlook for the sector. The applied questionnaire did not fully address the concept of hospitality, indicating the need for engagement campaigns and strategies to strengthen the association’s relationship with its members.