Banca de DEFESA: EMANUEL OLIVEIRA NUNES CAJÁ

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : EMANUEL OLIVEIRA NUNES CAJÁ
DATE: 28/03/2024
TIME: 16:00
LOCAL: remoto
TITLE:

CUSTOMER LOYALTY STUDY BASED ON CONSUMPTION HABITS

FOR THE RETAIL SEGMENT

KEY WORDS:

Loyalty program; Marketing of relationship; Retail.

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

The objective of this study is to investigate which are the main factors that influence the use of loyalty programs in small and medium-sized companies in high-end retail in the state capital. Loyalty programs emerged in the eighties with the purpose of developing searches among consumers and companies, having a great importance in the business sphere, becoming an essential tool for customer retention. Technological evolution and the transformation of society contributed to the formation of new consumption habits, since consumers are always in search of new products and services, and it is also necessary, the evolution of companies to keep up with new needs, causing one of the greatest business challenges, to know more deeply the customer's consumption habits. All loyalty mechanisms occur in the approach of the customer to the company, the use of these mechanisms allows the obtaining of important information to improve the relationship with the customer, analyzes the level of satisfaction and understanding their needs, thus adjusting the services with the information obtained, ready for a competitive advantage in the face of great market competition, gaining loyalty and reducing the risk of losing it to competing companies. In view of the market dynamics, it is essential to understand the factors that influence consumer behavior, such as: social, personal and psychological factors, which contribute to the formation of the customer's profile. Social factors determine how decisions taken by the consumer in relation to a product or brand from the position it occupies in society. Personal factors are considered individual aspects of each consumer as well as the subject's life condition. Regarding psychological factors, it involves consumption and the need for satisfaction. The standard of consumer procedures has been changing at increasingly shorter intervals and knowing the stimuli that enhance these changes gives the company strategic advantages over other competitors. The research has a proposal that will be developed through a questionnaire, based on the understanding of the use and implementation of loyalty programs in business strategy, not small and medium-sized high-speed retail in the city of Natal, by the retail segment. Finally, the expected result is to better understand the essence of this tool and suggest a roadmap to guide its implementation.

COMMITTEE MEMBERS:
Interna - 1218831 - CARLA ALMEIDA VIVACQUA
Presidente - 1777131 - MARIANA RODRIGUES DE ALMEIDA
Externo à Instituição - THYAGO CELSO CAVALCANTE NEPOMUCENO - UFPE