Coexistence of loyalty programs : an opportunity? : a case of Galp energia

• Autor(a) principal: Pimenta, Mariana Curvo Alves
• 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/10400.14/22641
• topic: Loyalty programs; Retail; Customer satisfaction; Customer retention; Profitability; Partnerships; Digital loyalty programs; Galp; Programas de fidelização; Retalho; Satisfação dos consumidores; Retenção de consumidores; Lucro; Parcerias; Programas de fidelização digitais; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The development of Loyalty programs is an effective strategy used by companies in order to get customers satisfied and increase the retention levels, which most of the times leads to higher profitability. Currently, with the growing trends in the market, customers are more demanding and companies must work on the development of efficient tools to keep up with their business. Therefore, this study aims to analyse how two different loyalty programs of Galp coexist in the market by understanding what customers mostly want to, in which channels they should be and finally, to understand if it represents an opportunity for Galp? A survey conducted to Portuguese citizens showed that customers prefer loyalty cards that provide them with direct discounts. Furthermore, customers also like to have discounts in other services with these same cards, as well as cards in the format of an online application. Moreover, the transition to the online channel presented to be more significant in the young-adult segment, which is the segment that is more online buyer. Finally, by measuring what customers most preferred and complementing these results with the internal information of Galp, it was possible to conclude that Galp should invest on the development of the two programs as they complement each other and can be great tools to keep customers satisfied and enhance company’s value.