Banca de QUALIFICAÇÃO: EMANUEL OLIVEIRA NUNES CAJÁ

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : EMANUEL OLIVEIRA NUNES CAJÁ
DATE: 09/12/2019
TIME: 07:30
LOCAL: Sala 222- CTEC
TITLE:

CUSTOMER LOYALTY - STUDY BASED ON CONSUMER HABITS

KEY WORDS:

Loyalty program; Marketing of relationship; Retail.

PAGES: 80
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

The objective of this project is to understand the importance of loyalty programs in business strategy in the small and medium retail of Natal / RN. Loyalty programs emerged in the 1980s to bring consumers closer to businesses, becoming a customer retention mechanism, and also building a sense of belonging with a brand. The pattern of consumer behavior has been changing at ever smaller intervals and knowing the stimuli that potentiate this change will give the company a strategic advantage over other competitors. The survey will be developed through a questionnaire, seeking to understand the non-use of this loyalty solution by local retailers. The expected result is to understand why this strategy is not being used, as well as to suggest a path based on the questions to be discovered.

BANKING MEMBERS:
Externo ao Programa - 1544724 - GLAUCIO BEZERRA BRANDAO
Interno - 2329932 - JULIO FRANCISCO DANTAS DE REZENDE
Presidente - 1777131 - MARIANA RODRIGUES DE ALMEIDA