Banca de QUALIFICAÇÃO: ILA RAQUEL DE OLIVEIRA SILVA

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE : ILA RAQUEL DE OLIVEIRA SILVA
DATA : 31/05/2017
HORA: 07:45
LOCAL: Sala 222- CTEC
TÍTULO:

Loyalty program for small business

PALAVRAS-CHAVES:
PÁGINAS: 52
GRANDE ÁREA: Engenharias
ÁREA: Engenharia de Produção
RESUMO:

This study aims to outline a strategy for the loyalty program to be implemented by a small business in the supermarket branch. This program is based on the factors presented in the literature and the customers’ profile, and outlined according to the supermarket’s needs. The evolution of the loyalty program theme in the marketing context, where there is a growing search for relationship marketing, and academic, in which it is possible to verify a tendency to study this strategy, we observe the importance of this thematic. Loyalty programs come as a quick response aid to clients, promote loyalty, long-term relationships and engagement with the brand. Positive, negative and obligatory aspects were included for the implementation of a program in the organization and they were adapted to the public of the supermarket. The research with the clients was carried out through questionnaires enabling the understanding of the profile of the possible users of the organization's loyalty program. Finally, the expected result is the mapping of the characteristics and expectations of the users, and of the elements of the program for the organization, giving support to the managers to develop plans of actions of strategic improvement for loyalty.

MEMBROS DA BANCA:
Externo à Instituição - DOMINGOS FERNANDES CAMPOS - UnP
Presidente - 1777131 - MARIANA RODRIGUES DE ALMEIDA
Interno - 2456706 - MARIO ORESTES AGUIRRE GONZALEZ