Programas de Fidelidade: Fronteiras Atuais e Futuras Direções Outros Idiomas

ID:
50432
Periódico:
Resumo:
Programas de Fidelidade (PF) têm aumentado em número e popularidade nos últimos anos, tanto nas empresas, quanto em pesquisas acadêmicas. Porém, muito se questiona sobre a efetividade destes programas, por não haver conclusões generalizáveis suficientes nas pesquisas atuais. O propósito central deste artigo é identificar quais são as lacunas e as tendências para pesquisas futuras sobre PF, sintetizando o conhecimento atual sobre o tema e mapeando direcionadores importantes para futuras investigações. Para o desenvolvimento deste estudo, realizou-se uma revisão sistemática da literatura, baseada na análise de artigos presentes nos principais periódicos de marketing. Os resultados mostram uma crescente tendência de publicação de artigos sobre o tema. Os resultados também mostram indicações para estudos em diferentes tipos de segmentos, setores, indústrias, culturas e economias. Foram levantados estudos que comparam benefícios monetários e não monetários, modelos de análise longitudinais, individualização e segmentação dos clientes, formas de comunicação e apresentação do programa, tipos de recompensa, relações de lealdade do cliente, comportamento de compra, falhas de serviços e diversificação de categorias de produtos e serviços.
Citação ABNT:
MORENO, D. D.Programas de Fidelidade: Fronteiras Atuais e Futuras Direções . Desafio Online, v. 6, n. 2, p. 300-322, 2018.
Citação APA:
Moreno, D. D.(2018). Programas de Fidelidade: Fronteiras Atuais e Futuras Direções . Desafio Online, 6(2), 300-322.
Link Permanente:
http://www.spell.org.br/documentos/ver/50432/programas-de-fidelidade--fronteiras-atuais-e-futuras-direcoes-/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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