Millennials and loyalty programs´ attributes: the case of Fnac Portugal
Autor(a) principal: | |
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Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/26201 |
Resumo: | Most loyalty programs that exist today do not differentiate customers. The purpose of this study is to explore attributes that millennials find valuable in loyalty programs. Purchase behaviour data of millennial users of Fnac’s loyalty program was analysed and telephonic interviews with 12 millennial users were conducted in order to assess which changes in the current programs they find most valuable. It was found that millennials are interested in personalized rewards and progressive programs with levels. At last, the research suggests a targeted loyalty program that could be created for Fnac in order to attract this group. |
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Millennials and loyalty programs´ attributes: the case of Fnac PortugalCustomer loyaltyMillennialsLoyalty programsRewardsDomínio/Área Científica::Ciências Sociais::Economia e GestãoMost loyalty programs that exist today do not differentiate customers. The purpose of this study is to explore attributes that millennials find valuable in loyalty programs. Purchase behaviour data of millennial users of Fnac’s loyalty program was analysed and telephonic interviews with 12 millennial users were conducted in order to assess which changes in the current programs they find most valuable. It was found that millennials are interested in personalized rewards and progressive programs with levels. At last, the research suggests a targeted loyalty program that could be created for Fnac in order to attract this group.Martinez, Luís FructuosoRUNDias, Cláudia Fátima de Souza2018-01-20T01:30:27Z2017-01-202017-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/26201TID:201714116enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:13:47Zoai:run.unl.pt:10362/26201Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:28:27.388757Repositório 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 |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
title |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
spellingShingle |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal Dias, Cláudia Fátima de Souza Customer loyalty Millennials Loyalty programs Rewards Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
title_full |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
title_fullStr |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
title_full_unstemmed |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
title_sort |
Millennials and loyalty programs´ attributes: the case of Fnac Portugal |
author |
Dias, Cláudia Fátima de Souza |
author_facet |
Dias, Cláudia Fátima de Souza |
author_role |
author |
dc.contributor.none.fl_str_mv |
Martinez, Luís Fructuoso RUN |
dc.contributor.author.fl_str_mv |
Dias, Cláudia Fátima de Souza |
dc.subject.por.fl_str_mv |
Customer loyalty Millennials Loyalty programs Rewards Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Customer loyalty Millennials Loyalty programs Rewards Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Most loyalty programs that exist today do not differentiate customers. The purpose of this study is to explore attributes that millennials find valuable in loyalty programs. Purchase behaviour data of millennial users of Fnac’s loyalty program was analysed and telephonic interviews with 12 millennial users were conducted in order to assess which changes in the current programs they find most valuable. It was found that millennials are interested in personalized rewards and progressive programs with levels. At last, the research suggests a targeted loyalty program that could be created for Fnac in order to attract this group. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-01-20 2017-01-20T00:00:00Z 2018-01-20T01:30:27Z |
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/10362/26201 TID:201714116 |
url |
http://hdl.handle.net/10362/26201 |
identifier_str_mv |
TID:201714116 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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1799137910372433920 |