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The impact of project management methodologies on loyalty program adaptability and consumer engagement
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Resumo(s)
This thesis explores how project management methodologies influence the adaptability of
loyalty programs to evolving consumer expectations, particularly among younger generations
like Gen Z. Using a mixed-methods approach, combining a quantitative survey with qualitative
interviews, the research examines both consumer priorities and professional practices. Findings
highlight that flexible approaches like Agile offer greater responsiveness and personalization,
aligning more closely with Gen Z’s values. In contrast, traditional methods may limit program
evolution. The study provides insights for companies seeking to improve loyalty strategies and
contributes to bridging the gap between project management and marketing in
academic research.
Descrição
Palavras-chave
Project management methodologies Loyalty programs Generation Z consumer behavior Consumer engagement Agile and waterfall methodologies Generational differences