Perceptions and potential of a multi-company loyalty program: a thematic analysis of companies views on implementation, feasibility, and technology, particularly blockchain

Abstract

The emergence of blockchain technology presents new opportunities in loyalty programs, yet its application in multi-company loyalty programs context, particularly in Portugal, remains underexplored. This thesis addresses this gap by examining the feasibility of a blockchain-based loyalty program, analyzing both customer engagement and corporate perspectives through a survey and interviews. The mixed-method approach reveals that customer interest contrasts with corporate skepticism regarding short-term feasibility. This study suggests Celfocus as a potential technology provider, aligning with market needs identified from the analyses. It underscores the potential for market innovation in loyalty programs, proposing for further endeavors in this evolving field.