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Título: MARKETING TECNIC AS A TOOL TO INCREASE CUSTOMER LOYALTY IN ACADEMIA PRAIA FITNESS
Autor(es): THEREZA CHRISTINA C F DA SILVA
Colaborador(es): JORGE LUIZ CORDEIRO PAULO - Orientador
Catalogação: 24/ABR/2006 Língua(s): PORTUGUESE - BRAZIL
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.
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
DOI: https://doi.org/10.17771/PUCRio.acad.8172
Resumo:
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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