TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | MARKETING TECNIC AS A TOOL TO INCREASE CUSTOMER LOYALTY IN ACADEMIA PRAIA FITNESS | ||||||||||||
| Autor(es): |
THEREZA CHRISTINA C F DA SILVA |
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| Colaborador(es): |
JORGE LUIZ CORDEIRO PAULO - Orientador |
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| Catalogação: | 24/ABR/2006 | 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=8172@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=8172@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.8172 | ||||||||||||
| Resumo: | |||||||||||||
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As a result of the increase in competition in fitness
market in Brazil, it is
necessary to analyze strategies to maintain and attract
new customers. The
purpose of this study is to suggest a loyalty program to
Academia Praia Fitness,
based on its current customers and the evasion rate and
analyze alternatives to
retain, catch and maintain customers. The scope included
the roles and the
respective potentials to attract and maintain customers.
Main hypothesis was that
a good loyalty program could create and maintain a long
term relationship with a
customer, reducing the fitness center evasion rate.
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