Consulting project for the marketing oil department of Galp energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency : implementation and impact of a redefined loyalty program to promote purchase frequency and perceived discount of the B2B segment

Casquinho, ConstançaPires, Fábio Albino Carvalho2021-04-152024-01-062020-01-152020-01-06http://hdl.handle.net/10362/115561A new value proposition arises from the situation analysis and both quantitative and qualitative research. This new value proposition was adapted to the B2B segment, following the specific customers needs and profile. The pursuit of higher purchase frequency and increased perception of value was followed, resulting in an innovative value proposition that is translated in to not only higher economic benefit, but also higher controland flexibility for the fleet manager. From a financial perspective, a scenario matrix was elaborated, taking in to effect major forces ́impact. Further more, an implementation and communication strategy was developed to ease project ́s feasibility.engB2B fuellingLoyalty programPerceived discountConsulting project for the marketing oil department of Galp energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency : implementation and impact of a redefined loyalty program to promote purchase frequency and perceived discount of the B2B segmentmaster thesis202494217