A carregar...
Publicação
Assessment of customers engagement in a multi-company loyalty program: a multiple regression analysis to identify key customers segment and comparative analysis of program features
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 844.18 KB | Adobe PDF |
Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Blockchain Loyalty program Marketing Technology