Utilize este identificador para referenciar este registo: http://hdl.handle.net/10362/20527
Título: How Barclaycard Portugal can activate and engage customers
Autor: Rosário, Inês
Orientador: Martinez, Luís Fructuoso
Palavras-chave: Credit cards
Unblock rate
Activation rate
Data de Defesa: 30-Mai-2016
Resumo: Barclaycard has experienced a drop in the unblock rates of the two credit cards it introduced in the market in mid-2015. Our analysis identifies the major driver for such decline to be the increase of the relative sales volume of these cards in the least effective acquisition channels, whereby misleading incentives lead to the selection of undesired customers and engagement opportunities are being disregarded. A restructuring of the incentives for both customers and salespeople, and an improved interaction with customers along their life-cycle are hence suggested, aiming at improving unblock rates, as well as card usage.
Descrição: CEMS
URI: http://hdl.handle.net/10362/20527
Designação: A Work Project, presented as part of the requirements for the Award of a Masters Degree in Finance from the NOVA – School of Business and Economics
Aparece nas colecções:NSBE: Nova SBE - MA Dissertations

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