Loyal customers as valuable assets

: "O Jardim da Estrela" case study

Abstract

O Jardim da Estrela is a kiosk located in one of the most emblematic and elder gardens of Lisbon, Portugal. The company has been operating for five years and as seen many modifications in its offer and management, in order to improve efficiency and ultimately profits. The main concept of the project was to revitalize the garden’s vigour by creating a bond with its customers and local community and at the same time keep and innovate Portuguese tradition through food, beverages and events. Nowadays, the company has been performing more efficiently, however winter sales has been the main difficulty to overcome. This case study consists on a strategic reflection of the potentialities of using customer loyalty to address and solve the problem. In order to do so, a market research was conducted with the objective of improving customer loyalty. In this research, the thesis author, sought to understand loyal costumers, to further recommend strategies that could be implemented by the company. Thus, these strategies were built through significant insights on customer satisfaction and on loyal customer’s profile and patterns.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)