Pétis is a Portuguese start-up, founded in 2022, that aims to establish itself as a digital one-stop-shop for pets. It offers everything that pet owners could possibly need, from insurance to food, accessories and other pet care supplies, as well as sourcing a national network of service providers, such as veterinary clinics, schools, groomers and day-cares. Although Pétis is still in an early stage of life, within only two years it has managed to distinguish itself by winning a Product of the Year 2024 award for its innovation. Nevertheless, the start-up has yet to integrate a customer loyalty strategy that is capable of retaining customers in a market usually characterized by a lower level of loyalty. Thus, this dissertation's primary goal is to explore the domain of customer loyalty, with a focus on loyalty programs, and ultimately recommend a set of best practices for Pétis to implement in its strategy. In order to gather intelligence, a benchmark analysis of national and international companies was conducted, along with a customer survey in the form of an online questionnaire. These studies, combined with the existing literature, laid the foundation for the recommendations provided to Pétis at the end of the dissertation.
Date of Award | 23 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Rute Xavier (Supervisor) |
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- Customer loyalty
- Loyalty program
- Customer retention
- E-Commerce
- Online pet store
- Portugal
- Mestrado em Gestão e Administração de Empresas
Pétis: a digital ecosystem for pets: developing a customer loyalty strategy to increase retention and recurring purchases
Murta, G. C. (Student). 23 Oct 2024
Student thesis: Master's Thesis