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Beyond Rewards: Assessing the competitive edge of customer tier programs introduction in the beauty industry: Sephora’s customer tier program case
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Autores
Resumo(s)
This paper aims to examine the impact of loyalty programs on customer behavior,
specifically focusing on how the perceived benefits of these programs influence brand equity,
brand loyalty, and, ultimately, brand competitiveness within the context of Sephora’s loyalty
program. A comprehensive literature review was conducted, followed by empirical analysis
using a PLS-SEM, bootstrapping, and multigroup analysis in SmartPLS4. Data were collected
through a questionnaire, and the target was members or former members of Sephora’s loyalty
program. The findings revealed that Sephora's customer tier program is generally perceived
positively, with special offers and discounts being the most valued benefits. The structural
model showed that the program special treatment offered by Sephora’s customer tier
program indirectly enhances brand competitiveness via increased brand equity and loyalty,
particularly in higher satisfaction levels. The study suggests that tailored strategies are needed
to maximize program effectiveness based on satisfaction levels and membership duration.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Customer tier program Program special treatment Brand loyalty Brand equity Sephora SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure