ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online The research work developed by the professor of the School of Business and Labor Sciences of Soria Blanca García Gómez was awarded the National Prize of the Spanish Association of Academic and Professional Marketing (Aemark) for the Best Doctoral Thesis in Marketing 2009.

The award, according to sources from the University of Valladolid informed Europa Press, was made public and delivered at the closing session of the XXI National Congress of Algeria Email Lists held in Bilbao from September 16 to 18, 2009.The award-winning work, which was directed by Jesús Gutiérrez Cillán and Ana María Gutiérrez Arranz, is entitled ‘Customer loyalty programs in retail establishments. A study of its effectiveness’ and investigates the “growing” concern of companies for the loyalty of their customers and, consequently, the massive implementation of programs that lead to manage their loyalty. One of his conclusions is that loyalty programs help the company achieve better results, especially if the diversity of existing customers is taken into account in a design. In addition, it is noted that these programs have to adapt to the evolution of consumer needs “so that they do not lose interest in the plan and continue to respond positively to the incentives offered.” The main objective of this work is focused on studying the effectiveness of this type of marketing actions on the consumer, both from the behavioral and affective point of view.

In addition, it tries to know the characteristic features of the consumers who habitually participate in this type of plan. Thus, the model proposed in this work aims to help understand the operation of loyalty programs from the consumer’s point of view and thus help companies implement strategies that help improve their results. The award-winning work was selected from among 15 doctoral theses developed in universities throughout Spain after a selection process in which prestigious national teachers participated. The recognition of this thesis carried out at the University School of Business and Labor Sciences coincides with the 15 years of this degree in Soria and also with the graduation of the first class of the study program of the double degree in Business Sciences and Labor Relations.

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