Os desafios do mercado de fidelidade e as escolhas do consumidor Multiplus S/A

Abstract

In an increasingly competitive market, companies have being investing in building long term relationships with customers as a form of retention. This work is supported by technical literature such as Relationship Marketing (GORDON, Ian, 2001) and Reward’s Time (ROCHA, Telma and VELOSO, André, 1999) to discuss how companies are structured to improve relationships with clients through Customer Relationship Management, CRM, and also how the loyalty market is structured, exposing the strengths and weaknesses of the main operating companies, as well as relating their performance to the way customers make decisions. As a rapidly growing market, the proper understanding of its dynamics, specially between business and customers, which are increasingly empowered and provided with more than enough information to consume more and better, will allow companies to generate more value for their audience, and get more value from that relationship. Multiplus S/A is the company on the spot lights for this work. It is controlled by Latam Airlines, one of the largest airlines in Latin America, and, as of today, is the largest company in the sector, with 21 million participants, and revenues of 2.4 billion reais (2017). Its strength relies in the relationship with the controlling company Latam, since 85% of the redemption points are used for air tickets. The loyalty market is still in the stage of maturation and offers many opportunities for the companies in place