TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ADHERENCE TO THE NAÇÃO RUBRO NEGRA PROGRAM: MOTIVATIONS AND CHALLENGES | ||||||||||||
| Autor(es): |
GABRIEL LACORTE BRANCO |
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| Colaborador(es): |
ANDRE LACOMBE PENNA DA ROCHA - Orientador |
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| Catalogação: | 14/DEZ/2023 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65417@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65417@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.65417 | ||||||||||||
| Resumo: | |||||||||||||
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The present study aims to analyze and understand motivations for adhering to the
Nação Rubro Negra Program for consumers of the Clube de Regatas do Flamengo
brand. In order to achieve this objective, a theoretical review was carried out that allowed
us to obtain a broad view of the concepts of fan club program, consumer satisfaction,
customer loyalty and the Nação Rubro Negra Program. Throughout this research, it was
evident that the program has several deficiencies that compromise its effectiveness.
From gaps in communication to failures in benefits management, the results indicate the
need for a comprehensive overhaul. Given the identified limitations, it is crucial that the
program guidelines are reviewed and improved, aiming not only to correct the identified
flaws, but also to strengthen the relationship between the club and its fans, ensuring a
more satisfactory and engaging experience for all fans.
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