Marketing de relacionamento: um modelo teórico para servir como guia na implantação de programas de fidelidade

• Autor(a) principal: Simon, Flavia Cruz
• Data de Publicação: 2008
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/1285
• topic: Programas de fidelidade; Intel Corporation; Clientes -- Lealdade; Marketing de relacionamento -- Estudo de caso; Loyalty programs; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

This study aims the creation of a theoretical model that could serve as a guide for loyalty programs implementations. There are basic two parts: the literature and field research. The literature comprehends the analysis of marketing in the view of relationship marketing, and then, joins different aspects of loyalty programs objecting the construction of the model. The research is a deployment of the model in a study case. Intel s loyalty program was chosen for this thesis because the company, specialized in the computer b2b market, was willing to collaborate with detailed information enabling a comprehensive analysis. The result showed that the theoretical model behaved according to this study intention and can add value during a loyalty program implementation process. Trough the usage of the model, important suggestions were made about Intel s loyalty program that can help the company achieve better results