Zejnilovic, LeidMestrinho, LéniaOliveira, Francisco Ribeiro dos Santos Soares de2024-10-112024-10-112024-01-122024-01-12http://hdl.handle.net/10362/173367The 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.engBlockchainLoyalty programMarketingTechnologymaster thesis203603990