Os efeitos da percepção de valor de um programa de fidelidade sobre a lealdade à marca

Abstract

The increase of competition make that companies worry about keep yours customers. A loyalty program is one of several strategies used to involve the customer and to search the brand loyalty. But, some companies still to hold on to apply this kind of strategy because they have doubts about the results got. The customer perceives the value of a loyalty program? The customer buy a certain product or service because the advantages that the loyalty program

give to him or because he is loyal to the brand? Questions like this were analyzed in this study to try to understand if loyalty programs can to help to build and maintenance to the brand

loyalty. It was carry out a quasi-experiment, through an electronic survey with 243 brazilian consumers from the several states of country. The study examined, through a conceptual model proposed, three relations between different constructs. The first relation analyzed the effects of reward schemes (types of rewards and timing of rewards) on the perception of value of a prog