How to increase customer loyalty in the newspaper industry in Portugal : the Global Media Group case

• Autor(a) principal: Costa, Sofia Rebelo Pessoa e
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/25532
• topic: Customer loyalty; Perceived value; Brand trust; Global Media Group; Lealdade do consumidor; Valor percecionado; Confiança na marca; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The Global Media Group (GMG) is one of the major media groups in Portugal, being the owner of several brands in the Press, Radio and Internet sectors, namely Diário de Notícias, Jornal de Notícias and TSF, among others. In an industry that is now characterized by the increase in online formats as sources of information, in detriment of traditional media formats such as print newspapers, it is essential to understand how to still increase and maintain customer loyalty in this area. Therefore, this dissertation tackles concepts such as loyalty, perceived value and brand trust, and uses both primary and secondary research methods to answer the problem statement. Through a set of in-depth interviews with group management employees, a focus group among consumers, and a public survey, as well as information from the market and the company, this dissertation provides conclusions on what factors influence buying choice, perceived value and brand trust, how consumers can be characterized, and ultimately how to increase customer loyalty for the GMG and the industry in general. Moreover, the dissertation includes recommendations on specific initiatives the group can use to increase the mentioned variable. Finally, the dissertation includes a chapter with notes for using this dissertation for teaching purposes, with suggestions of questions to be made for students.