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Eficiência e eficácia dos programas de fidelização

Eficiência e eficácia dos programas de fidelização

Philipp Meixner

53,73 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209498763
53,73 €
IVA incluido
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Sobre IBD

Os programas de fidelização de clientes (LPs) amadureceram nas últimas duas décadas, tornando-se o instrumento mais importante da gestão de relacionamento com o cliente. Apesar da popularidade desses programas, o estado atual da pesquisa não oferece explicações claras sobre quais características distinguem os programas de fidelização bem-sucedidos dos malsucedidos. São particularmente escassos os estudos sobre as diferenças entre a utilização de programas de fidelização próprios da empresa (SALPs) e a utilização de programas de fidelização multiparceiros (MVLPs). Neste contexto, este trabalho identifica resultados de investigação relevantes sobre a eficácia e eficiência da utilização de SPLPs e MPLPs e analisa-os de forma comparativa.

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