Gestión de la heterogeneidad de los consumidores mediante programas de fidelización

• Autores: Pedro José Reinares Lara, Eva Marina Reinares Lara , Carmelo Mercado Idoeta
• Localización: Revista europea de dirección y economía de la empresa, ISSN 1019-6838, Vol. 19, Nº 3, 2010, págs. 143-160
• Idioma: español
• Enlaces
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• Dialnet Métricas: 2 Citas
• Resumen

  • Este trabajo tiene por objetivo la contrastación de los efectos sobre la gestión comercial de una empresa de mediano tamaño al integrarse en un programa de fidelizacion multisponsor que recoge información en las transacciones propias del comercio minorista. De los resultados se deduce que el sistema de información comercial que propicia el programa de fidelización permite, como beneficio primario, la mejora de los procesos transaccionales mediante la segmentación de las acciones convencionales de marketing.

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