Customer Perception about Loyalty Programs in Agricultural Market: a case study
PDF (Português (Brasil))
PDF
PDF (Español (España))

Keywords

Loyalty programs. Relationship marketing. Customer perception.

How to Cite

Rocha, T. V., Toledo, G. L., & Almeida, L. F. de. (2008). Customer Perception about Loyalty Programs in Agricultural Market: a case study. Review of Business Management, 10(28), 282–294. https://doi.org/10.7819/rbgn.v10i28.339

Abstract

This study discusses the use of loyalty programs and customer perception in agricultural market. The theoretical review includes relationship marketing, its objectives, dimensions and instruments, and loyalty programs. The method for the empirical part consisted on qualitative research, through a case study conducted at one of the largest crop protection chemical companies in Brazil. The case is representative once this company was pioneer in its segment in adopting the customer relationship management (CRM) approach to their clients. It has been a consensus that customer relationship is a tool to amplify the customer share. This is so, due the increasing competition generated by the entrance of generic products and the retaliation actions adopted by the multinational groups. The case study includes a market overview, a description of the company, its loyalty program, the image of the program from the customer’s perspective, and the main results acquired with the CRM program. The study also presents some recommendations for companies that are pursuing strategies to increase their customer share through loyalty programs.

Key-words: Loyalty programs. Relationship marketing. Customer perception.

https://doi.org/10.7819/rbgn.v10i28.339
PDF (Português (Brasil))
PDF
PDF (Español (España))

If a paper is approved for publication, its copyright has to be transferred by the author(s) to the Review of Business Management – RBGN.

Accordingly, authors are REQUIRED to send RBGN a duly completed and signed Copyright Transfer Form. Please refer to the following template: [Copyright Transfer]

The conditions set out by the Copyright Transfer Form state that the Review of Business Management – RBGN owns, free of charge and permanently, the copyright of the papers it publishes. Although the authors are required to sign the Copyright Transfer Form, RBGN allows authors to hold and use their own copyright without restrictions.

The texts published by RBGN are the sole responsibility of their authors.

The review has adopted the CC-BY Creative Commons Attribution 4.0 allowing redistribution and reuse of papers on condition that the authorship is properly credited.