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Abstract(s)
Os programas de fidelização surgiram como estratégia de marketing a ser utilizada na retenção e fidelização de clientes. Em particular, os cartões de fidelização são utilizados pelas empresas para promoverem as suas vendas e, através de incentivos e recompensas, tentarem perceber os comportamentos dos consumidores, a fim de acompanharem de modo mais eficaz o processo de decisão de compra dos mesmos, criando e aumentando a sua lealdade.
Este estudo quantitativo tem como objetivo explicar a relação entre as variáveis independentes “lealdade à marca” e “lealdade ao cartão de fidelização” e as variáveis dependentes de vários comportamentos do consumidor dos hipermercados Continente (e.g., intensidade de compra, resistance to counter persuasion, word-of-mouth). Fez-se a recolha de dados através de um questionário online. Procedeu-se à análise de dados de uma amostra de 176 inquiridos com recurso ao software SPSS. Os resultados revelam um impacto positivo e estatisticamente significativo dos antecedentes “lealdade à marca” e “lealdade ao cartão” nos diversos comportamentos dos consumidores analisados. O estudo contribui para reforçar o conhecimento académico e empresarial nesta temática.
Loyalty programs emerged as a marketing strategy to be used in customer retention and loyalty. Loyalty cards are used by companies to promote their sales and, through incentives and rewards, try to understand the behavior of consumers to monitor the purchase decision process, creating and increasing loyalty more effectively. This quantitative study aims to explain the relationship between the independent variables "brand loyalty" and "loyalty to the card" and the dependent variables of various consumer behaviors in Continente hypermarkets (e.g., purchase intensity, resistance to counter persuasion, word-of-mouth). Data were collected through an online questionnaire. Data analysis of a sample of 176 respondents was carried out using the SPSS software. The results reveal a positive and statistically significant impact of the antecedents “loyalty to the brand” and “loyalty to the card” on the various behaviors of respondents. The study contributes to strengthening academic and business knowledge on this subject.
Loyalty programs emerged as a marketing strategy to be used in customer retention and loyalty. Loyalty cards are used by companies to promote their sales and, through incentives and rewards, try to understand the behavior of consumers to monitor the purchase decision process, creating and increasing loyalty more effectively. This quantitative study aims to explain the relationship between the independent variables "brand loyalty" and "loyalty to the card" and the dependent variables of various consumer behaviors in Continente hypermarkets (e.g., purchase intensity, resistance to counter persuasion, word-of-mouth). Data were collected through an online questionnaire. Data analysis of a sample of 176 respondents was carried out using the SPSS software. The results reveal a positive and statistically significant impact of the antecedents “loyalty to the brand” and “loyalty to the card” on the various behaviors of respondents. The study contributes to strengthening academic and business knowledge on this subject.
Description
Mestrado Bolonha em Marketing
Keywords
Comportamento de compra do consumidor Lealdade à marca Lealdade ao programa de fidelização Cartões de fidelização Consumer buying behavior Brand loyalty Program loyalty Loyalty cards
Pedagogical Context
Citation
Elvas, Sandra Cristina Gonçalves (2021). “Cartões de fidelização e comportamento de compra”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão