Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour

Detalhes bibliográficos
Autor(a) principal: Matos, Marta Maria Elias De
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/115539
Resumo: To understand customer behaviour, fuelling decision factors and loyalty program preferences, amixed study was conducted – qualitative research through extensive, open-ended phone interviews and a quantitative study using an online questionnaire to statistically prove the insights gathered during the interviews. The insights gathered, the brainstorming conducted, and the extensive international benchmark allowed the team to generate multiple concepts, categorize them by impact and feasibility and build the new value propositions, using an adapted version of the Business Model Canvas to ensure all the relevant topics were analysed in detail.
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spelling Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviourLoyalty programCustomer behaviourValue propositionDiscount perceptionDomínio/Área Científica::Ciências Sociais::Economia e GestãoTo understand customer behaviour, fuelling decision factors and loyalty program preferences, amixed study was conducted – qualitative research through extensive, open-ended phone interviews and a quantitative study using an online questionnaire to statistically prove the insights gathered during the interviews. The insights gathered, the brainstorming conducted, and the extensive international benchmark allowed the team to generate multiple concepts, categorize them by impact and feasibility and build the new value propositions, using an adapted version of the Business Model Canvas to ensure all the relevant topics were analysed in detail.Casquinho, Constança MonteiroRUNMatos, Marta Maria Elias De2024-01-06T01:31:05Z2020-01-152020-01-062020-01-15T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/115539TID:202493067enginfo: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:RCAAP2024-03-11T04:58:04Zoai:run.unl.pt:10362/115539Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:42:46.529577Repositório 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 Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
title Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
spellingShingle Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
Matos, Marta Maria Elias De
Loyalty program
Customer behaviour
Value proposition
Discount perception
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
title_full Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
title_fullStr Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
title_full_unstemmed Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
title_sort Consulting project for the marketing oil department of Galp Energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency: a deep understanding of a B2C loyalty program: an analysis on its value proposition, competitive position and impact on customer behaviour
author Matos, Marta Maria Elias De
author_facet Matos, Marta Maria Elias De
author_role author
dc.contributor.none.fl_str_mv Casquinho, Constança Monteiro
RUN
dc.contributor.author.fl_str_mv Matos, Marta Maria Elias De
dc.subject.por.fl_str_mv Loyalty program
Customer behaviour
Value proposition
Discount perception
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Loyalty program
Customer behaviour
Value proposition
Discount perception
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description To understand customer behaviour, fuelling decision factors and loyalty program preferences, amixed study was conducted – qualitative research through extensive, open-ended phone interviews and a quantitative study using an online questionnaire to statistically prove the insights gathered during the interviews. The insights gathered, the brainstorming conducted, and the extensive international benchmark allowed the team to generate multiple concepts, categorize them by impact and feasibility and build the new value propositions, using an adapted version of the Business Model Canvas to ensure all the relevant topics were analysed in detail.
publishDate 2020
dc.date.none.fl_str_mv 2020-01-15
2020-01-06
2020-01-15T00:00:00Z
2024-01-06T01:31:05Z
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/10362/115539
TID:202493067
url http://hdl.handle.net/10362/115539
identifier_str_mv TID:202493067
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
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
instname_str 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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