Customer Perception about Loyalty Programs in Agricultural Market: a case study
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por eng spa |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/339 |
Resumo: | This study discusses the use of loyalty programs and customer perception in agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop protection chemical companies in Brazil. The case is representative once this company was pioneer in its segment in adopting the customer relationship management (CRM) approach to their clients. It has been a consensus that customer relationship is a tool to amplify the customer share. This is so, due the increasing competition generated by the entrance of generic products and the retaliation actions adopted by the multinational groups. The case study includes a market overview, a description of the company, its loyalty program, the image of the program from the customer’s perspective, and the main results acquired with the CRM program. The study also presents some recommendations for companies that are pursuing strategies to increase their customer share through loyalty programs.Key-words: Loyalty programs. Relationship marketing. Customer perception. |
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Customer Perception about Loyalty Programs in Agricultural Market: a case studyLa Percepción de los Clientes Agrícolas sobre los Programas de Fidelidad: un estudio de casoA Percepção dos Clientes Agrícolas sobre os Programas de Fidelidade: um estudo de casoLoyalty programs. Relationship marketing. Customer perception.Programas de fidelidad. Mercado de plaguicidas agrícolas. Percepción de los clientes.Programas de fidelidade. Mercado de defensivos agrícolas. Percepção dos clientes.This study discusses the use of loyalty programs and customer perception in agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop protection chemical companies in Brazil. The case is representative once this company was pioneer in its segment in adopting the customer relationship management (CRM) approach to their clients. It has been a consensus that customer relationship is a tool to amplify the customer share. This is so, due the increasing competition generated by the entrance of generic products and the retaliation actions adopted by the multinational groups. The case study includes a market overview, a description of the company, its loyalty program, the image of the program from the customer’s perspective, and the main results acquired with the CRM program. The study also presents some recommendations for companies that are pursuing strategies to increase their customer share through loyalty programs.Key-words: Loyalty programs. Relationship marketing. Customer perception.Este artículo analiza el uso de programas de fidelidad y la percepción que producen en los clientes, obtenida por medio de una investigación empírica en el mercado agrícola. El tema se trata a partir de una revisión teórica, considerando los siguientes puntos: marketing de relación; sus objetivos, dimensiones e instrumentos; y los programas de fidelidad. La investigación de campo, de naturaleza cualitativa, utiliza el método de estudio de caso único, enfocando unas de las más importantes empresas de este mercado en Brasil. El caso se manifiesta representativo, pues en este sector, la empresa fue pionera en adoptar un programa de fidelidad. El caso sugiere que programas de fidelidad pueden revelarse como una buena opción de crecimiento por la diferenciación fundamentada en la relación. El programa estudiado sigue un modelo más estructural y se basa en la conquista de la confianza del agricultor a lo largo del tiempo, proporcionándole beneficios relacionados con el aumento de la productividad agrícola. El estudio incluye algunas recomendaciones para otras empresas que deseen guiarse por la estrategia adoptada para aumentar su participación en las compras de los clientes.Palabras-clave: Programas de fidelidad. Mercado de plaguicidas agrícolas. Percepción de los clientes.Este artigo discute o uso de programas de fidelidade e a percepção gerada por eles nos clientes, obtida por meio de uma pesquisa empírica no mercado agrícola. O tema é tratado a partir de uma revisão teórica, considerando os seguintes tópicos: marketing de relacionamento, seus objetivos, dimensões e instrumentos; e os programas de fidelidade. A pesquisa de campo, de natureza qualitativa, utiliza o método estudo de caso único, focando uma das mais importantes empresas desse mercado no Brasil. O caso revela-se representativo, pois a empresa foi pioneira, no setor, em adotar um programa de fidelidade. O caso sugere que programas de fidelidade podem se revelar uma opção positiva de crescimento pela diferenciação fundamentada no relacionamento. O programa contemplado segue um modelo mais estrutural e está baseado na conquista de confiança do agricultor ao longo do tempo, proporcionando-lhe benefícios relacionados ao aumento da produtividade agrícola. O estudo traz algumas recomendações para outras empresas que queiram se guiar pela estratégia adotada para aumentar sua participação nas compras dos clientes.Palavras-chave: Programas de fidelidade. Mercado de defensivos agrícolas. Percepção dos clientes.FECAP2008-09-23info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/33910.7819/rbgn.v10i28.339Review of Business Management; Vol. 10 No. 28 (2008); 282-294RBGN Revista Brasileira de Gestão de Negócios; Vol. 10 Núm. 28 (2008); 282-294RBGN - Revista Brasileira de Gestão de Negócios; v. 10 n. 28 (2008); 282-2941983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporengspahttps://rbgn.fecap.br/RBGN/article/view/339/406https://rbgn.fecap.br/RBGN/article/view/339/407https://rbgn.fecap.br/RBGN/article/view/339/408Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessRocha, Thelma ValériaToledo, Geraldo LucianoAlmeida, Luciana Florêncio de2008-09-23T20:11:38Zoai:ojs.emnuvens.com.br:article/339Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2008-09-23T20:11:38Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Customer Perception about Loyalty Programs in Agricultural Market: a case study La Percepción de los Clientes Agrícolas sobre los Programas de Fidelidad: un estudio de caso A Percepção dos Clientes Agrícolas sobre os Programas de Fidelidade: um estudo de caso |
title |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
spellingShingle |
Customer Perception about Loyalty Programs in Agricultural Market: a case study Rocha, Thelma Valéria Loyalty programs. Relationship marketing. Customer perception. Programas de fidelidad. Mercado de plaguicidas agrícolas. Percepción de los clientes. Programas de fidelidade. Mercado de defensivos agrícolas. Percepção dos clientes. |
title_short |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
title_full |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
title_fullStr |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
title_full_unstemmed |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
title_sort |
Customer Perception about Loyalty Programs in Agricultural Market: a case study |
author |
Rocha, Thelma Valéria |
author_facet |
Rocha, Thelma Valéria Toledo, Geraldo Luciano Almeida, Luciana Florêncio de |
author_role |
author |
author2 |
Toledo, Geraldo Luciano Almeida, Luciana Florêncio de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Rocha, Thelma Valéria Toledo, Geraldo Luciano Almeida, Luciana Florêncio de |
dc.subject.por.fl_str_mv |
Loyalty programs. Relationship marketing. Customer perception. Programas de fidelidad. Mercado de plaguicidas agrícolas. Percepción de los clientes. Programas de fidelidade. Mercado de defensivos agrícolas. Percepção dos clientes. |
topic |
Loyalty programs. Relationship marketing. Customer perception. Programas de fidelidad. Mercado de plaguicidas agrícolas. Percepción de los clientes. Programas de fidelidade. Mercado de defensivos agrícolas. Percepção dos clientes. |
description |
This study discusses the use of loyalty programs and customer perception in agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop protection chemical companies in Brazil. The case is representative once this company was pioneer in its segment in adopting the customer relationship management (CRM) approach to their clients. It has been a consensus that customer relationship is a tool to amplify the customer share. This is so, due the increasing competition generated by the entrance of generic products and the retaliation actions adopted by the multinational groups. The case study includes a market overview, a description of the company, its loyalty program, the image of the program from the customer’s perspective, and the main results acquired with the CRM program. The study also presents some recommendations for companies that are pursuing strategies to increase their customer share through loyalty programs.Key-words: Loyalty programs. Relationship marketing. Customer perception. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-09-23 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/339 10.7819/rbgn.v10i28.339 |
url |
https://rbgn.fecap.br/RBGN/article/view/339 |
identifier_str_mv |
10.7819/rbgn.v10i28.339 |
dc.language.iso.fl_str_mv |
por eng spa |
language |
por eng spa |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/339/406 https://rbgn.fecap.br/RBGN/article/view/339/407 https://rbgn.fecap.br/RBGN/article/view/339/408 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2014 Review of Business Management info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2014 Review of Business Management |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 10 No. 28 (2008); 282-294 RBGN Revista Brasileira de Gestão de Negócios; Vol. 10 Núm. 28 (2008); 282-294 RBGN - Revista Brasileira de Gestão de Negócios; v. 10 n. 28 (2008); 282-294 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
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Fundação Escola de Comércio Álvares Penteado (FECAP) |
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FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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