Proposition d'un nouveau programme de fidélité conciliant bénéfices pour les clients et coûts de gestion pour l'entreprise

: le cas de PointCarré

Abstract

Loyalty programs are undeniably competitive weapons that help companies to recruit new prospects and keep a high level of retention among their customers. This thesis focuses specifically on the situation of PointCarré, a Belgian fashion retailer. Our objective is a real challenge. This company wants to modify its loyalty program in order to increase its customer satisfaction while lowering the costs allocated to this purpose. A qualitative study was conducted with 8 customers of PointCarré, all loyalty levels included. The interviews allowed us to elaborate a rough new loyalty program for the company. A quantitative study was, then, conducted with 463 customers of PointCarré. This study permitted us to further develop the loyalty program previously constructed including more details. Finally, we assessed the costs of the new loyalty program to check if the demands of the Belgian retailer were respected. The program that results from our research is a loyalty program with 3 levels focusing on using the two types of loyalty every program should consider, the behavioral loyalty and the attitudinal loyalty.

Date of Award	25 Aug 2020
Original language	French
Awarding Institution	University of Namur
Supervisor	Pietro Zidda (Supervisor)