The differential effects of switching costs and attractiveness of alternatives on customer loyalty

Dissertação apresentada como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação.

Spill-over effects in multi-partner loyalty programs

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Strategic account management: the path to gain customer loyalty

The account management field works closely with the sales team, serving as the customer’s primary point of contact. This project’s purpose was to understand if shifting the account management from brand centric to customer centric, would be the best fit for a Portuguese Pharmaceutical company. This customer centric approach - Strategic Account Management (SAM) - was studied, understanding the implicated trade-offs to the company. The workforce was probed about the project and their comments were analyzed. The conclusion points to an implementation of SAM and proposes the adaptations to follow in order to smooth the change.

Can location-based mobile marketing enhance the customer experience and increase customer satisfaction and loyalty?

This study intends to explore the impact of customer experience on customer satisfaction and loyalty by trying to understand how location-based mobile marketing might enhance the customer experience. Primary data was collected from 201 smartphone users in 24 countries. Results have indicated that targeted location-based marketing positively influences customers’ experiences. Besides, the analysis has also shown a favorable impact on customers’ satisfaction and self-perceived loyalty. This suggests that location-based mobile marketing has the potential to positively add value to a customer’s experience and should therefore be considered an important tool in marketing communications.

Management consulting labs Galp loyalty

The main objective of this project was to investigate methods to create a new loyalty approach for Galp Energia in order to improve customer retention and reduce churn, related with the expansion of hypermarket chains’ in the Fuel Retail Market and the country’s economical situation. The team carried out on-spot surveys and focus groups, researched loyalty programs’ best practices, analyzed peers practices and the company’s past performance in order to find important customer insights. These were used to develop the final recommendations resulting in a new paradigm to the group’s loyalty approach alongside incremental improvements to the current loyalty solutions.

Management consulting labs- Galp loyalty

The purpose of this project was to diagnose and estimate the possible value to add to the current loyalty program of Galp and to explore possible redefinitions to the loyalty approach. In order to do that it was performed a deep benchmarking about the company, exhaustive research on the existent data about loyalty and loyalty programs, new data mining with quantitative and qualitative analysis, exploratory market research and ideation sessions. Based on all the work developed, a group of five changes of paradigm were suggested through structured and innovative ideas to answer the challenge proposed.

Achieving better service level results, through improvements in procedures

This project aims to prepare Worten Empresas (WE) fulfilling the increasing market demand through process changings, focusing on the Portuguese market, particularly on internal B2B clients1. Several methods were used to measure the current service level provided - process mapping, resources assessment, benchmark and a survey. The results were then used to compare against service level actually desired by WE’s customer, and then to identify the performance gaps in response times and quality of the follow-up during the sales process. To bridge the identified gaps, both a set of recommendations and an implementation plan were suggested to improve and monitor customer experience. This study concluded that it is possible to fulfill the increasing level of demand and at the same time improve customer satisfaction by implementing changes at the operations level.

Pricing strategies of the supermarket sector

The food retail industry is a very competitive market. Supermarkets use a combination of price, quality of products and service to lure consumers and increase their profit. This work project draws upon both empirical and theoretical literatures to understand the different pricing strategies that the supermarket sector uses. Everyday Low Price, Promotional, Zone Pricing and Loyalty Programs are the most common pricing strategies in this industry. By using data from the Portuguese supermarket leader – Pingo Doce - , this work project conclude that Pingo Doce uses a combination of Loyalty Program and Promotion to attain the desired outcomes

Corporate social reponsability strategic corporate social responsability: External and internal outcomes

This study investigates the importance and benefits of having a strategic Corporate Social Responsibility (CSR) program by testing the interrelationships between strategic CSR with three external (reputation, corporate image, and customer loyalty) and four internal (organizational commitment, job satisfaction, performance, and organizational deviance) variables. 269 clients and non-clients along with 190 employees and their direct supervisors completed the survey. Strategic CSR has shown to have a positive impact on all the variables studied with the exception of organizational deviance. Practical implications and suggestions for future research are discussed.

Building clusters for CRM strategies by mining airlines customer data

Trabalho de Projeto apresentado como requisito parcial para obtenção do grau de Mestre em Estatística e Gestão de Informação

The dynamics of brand loyalty across a consumer’s lifetime

This project studies the Portuguese female fashion market. We intend to determine patterns of consumer brand loyalty across brands and ages. By interviewing 8 young adults and surveying 125 teens and 87 adults, we found that brands’ segmentation by usage per age segment is related with differentiation in brand loyalty and peer pressure. We also found that teens have higher attitudinal brand loyalty while adults have higher behavioral loyalty. Moreover, brand loyalty in teens is more susceptible to peer pressure. The results imply that customer relationship management strategies should be differentiated according to age segment. We also derive marketing implications with a focus on each brand’s loyalty profile.

The impact of online promotional efforts on customer acquisitiom and retention at continente.pt

Continente Online (COL) is the market leader of online grocery retailing in Portugal. Aiming at sustaining this position, it has been focusing its promotional efforts in acquiring and retaining customers. This report intakes an extensive study on the impact of COL’s exclusive promotional efforts (free delivery offers and ten percent discounts on loyalty card) on customer acquisition and retention, as well as, a cost analysis on these offers. Two econometric models were developed and the results were interesting. It was concluded that free delivery offers have a significant impact both in terms of customer acquisition and retention, having also a lower cost in comparison with ten percent on loyalty card discounts.

Semantics of logic programs with explicit negation

After a historical introduction, the bulk of the thesis concerns the study of a declarative semantics for logic programs. The main original contributions are: ² WFSX (Well–Founded Semantics with eXplicit negation), a new semantics for logic programs with explicit negation (i.e. extended logic programs), which compares favourably in its properties with other extant semantics. ² A generic characterization schema that facilitates comparisons among a diversity of semantics of extended logic programs, including WFSX. ² An autoepistemic and a default logic corresponding to WFSX, which solve existing problems of the classical approaches to autoepistemic and default logics, and clarify the meaning of explicit negation in logic programs. ² A framework for defining a spectrum of semantics of extended logic programs based on the abduction of negative hypotheses. This framework allows for the characterization of different levels of scepticism/credulity, consensuality, and argumentation. One of the semantics of abduction coincides with WFSX. ² O–semantics, a semantics that uniquely adds more CWA hypotheses to WFSX. The techniques used for doing so are applicable as well to the well–founded semantics of normal logic programs. ² By introducing explicit negation into logic programs contradiction may appear. I present two approaches for dealing with contradiction, and show their equivalence. One of the approaches consists in avoiding contradiction, and is based on restrictions in the adoption of abductive hypotheses. The other approach consists in removing contradiction, and is based in a transformation of contradictory programs into noncontradictory ones, guided by the reasons for contradiction.

Fouling of a drinking water system in relation to hydraulic circumstances and customer complaints

In a “perfect” drinking water system, the water quality for the consumers should be the same as the quality of the water leaving the treatment plant. However, some variability along the system can lead to a decrease in water quality (such as discolouration) which is usually reflected in the number of the customer complaints. This change may be related to the amount of sediment in the distribution network, leading to an increase in turbidity at the water supply. Since there is no such thing as a perfect drinking water system, the behaviour of particles in a drinking water network needs a suitable approach in order to understand how it works. Moreover, the combination of measurements, such as turbidity patterns and the Resuspension Potential Method (RPM) aid in the prevention of discoloured water complaints and intervention in the treatment upgrade or the network cleaning. Besides sediments there is also bacterial regrowth in the network, which is related to the water quality and distribution network characteristics. In a theoretical drinking water system higher velocities, temperature and shorter residences times lead to wider bacterial growth. In this study we observe velocity and residence steady-states and bacterial does not seem to be related to either. It can be concluded that adequate measurements of RPM, customer complaints and bacterial concentrations allow a wider knowledge on particle behaviour in drinking water systems.

Concept of Customer Relationship Management as an example of innovation in banking sector

Banks that has introduced CRM system, had to make some difficult changes in their organization in order to become more customer oriented. Beside the pure CRM banks try to adopt other innovative tools related with the core CRM. Some of these solutions are constructed in such a way so that ensured could be also access to the information beside to bank’s organization.