Millennials and loyalty programs´ attributes: the case of Fnac Portugal

Detalhes bibliográficos
Autor(a) principal: Dias, Cláudia Fátima de Souza
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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spelling 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)
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instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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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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