A fidelização online de clientes

: um estudo de caso

Abstract

With the emergency of e-commerce, companies had started to worry about a new type of consumer: the e-consumer. As it happens with the traditional customer, it is necessary to know and to discover this new consumer’s necessities, who demands each time more of the brands, requirements that make keeping the customers loyal to the brand difficult and, at the same time, very important. Loyal consumers had started to be more seen as an extremely valuable active for the companies, for its important contribution for the business volume. However, it is necessary that these companies rethink their strategy to keep their relations with costumers. One of the mechanisms to make it is through the implementation of loyalty programs. In this context, the present exploratory research, inspired in the case study methodology, aimed to identify the critical factors of e-loyalty, based on the E-loyalty Formation Model. This research used an inquiry by questionnaire as the data collection instrument. The descriptive study drives to the approval of the model, confirming e-satisfaction and e-trust as critical success factors of e-loyalty. The collected data even indicate that the sample doesn’t “love” e-loyalty programs, however, it allowed us to come up with an e-loyalty policy for Vinha, online wine cellar.

Date of Award	12 Jul 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	António Andrade (Supervisor)