Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/131003 |
Resumo: | The Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition. |
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Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value propositionStrategyConsultingDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition.Casquinho, Constança MonteiroRUNMarques, Diogo Miguel De Aguiar Pinto E Morais2022-05-21T00:30:49Z2021-06-292021-05-212021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/131003TID:202770443enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:09:32Zoai:run.unl.pt:10362/131003Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:46:56.777257Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
title |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
spellingShingle |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition Marques, Diogo Miguel De Aguiar Pinto E Morais Strategy Consulting Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
title_full |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
title_fullStr |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
title_full_unstemmed |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
title_sort |
Boosting customer loyalty by increasing brand engagement and offering value-added solutions: the development of a loyalty program´s value proposition |
author |
Marques, Diogo Miguel De Aguiar Pinto E Morais |
author_facet |
Marques, Diogo Miguel De Aguiar Pinto E Morais |
author_role |
author |
dc.contributor.none.fl_str_mv |
Casquinho, Constança Monteiro RUN |
dc.contributor.author.fl_str_mv |
Marques, Diogo Miguel De Aguiar Pinto E Morais |
dc.subject.por.fl_str_mv |
Strategy Consulting Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Strategy Consulting Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The Consulting Project focuses on the strategic assessment of the potential value creation of a loyalty program in the context of the insurance industry and also on the development of one for Tranquilidade–including its value proposition; structure; mechanics; and financial impact assessment. The fulfilment of this pair of objectives was accomplished by conducting externa land internal analyses, in order to identify not only the opportunities and threats in the insurance industry but also to pinpoint Tranquilidade’s strengths and weak nesses to succeed in it. The Team proceeded to formulate hypotheses and testing them, by interviewing experts in the industry; doingin-depth interviews with customers; doing a survey; and organizing two focus groups as well as one design-thinking work shop. The outcome of the present project is a loyalty program–the + Tranquilos Program– ,as a main recommendation ,along side a set of additional considerations, whose implementation will be critical to the success of the Program, a lined with ded Solutions”, so that Tranquilidade can be come a life time partner for Portuguese insurance customers. Keywords: App, B2C, Benefits Collection, Consulting, Customer Loyalty, Engagement, Generali, Insurance, Insurance Product, Lifetime Partner, Loyalty Program, Network of Partners, Redeem, Tranquilidade, Value Proposition. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-29 2021-05-21 2021-06-29T00:00:00Z 2022-05-21T00:30:49Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/131003 TID:202770443 |
url |
http://hdl.handle.net/10362/131003 |
identifier_str_mv |
TID:202770443 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799138072512692224 |