Around the world in 30 programs: a framework for integrating culture in a retail loyalty program

• Ano de defesa: 2024
• Autor(a) principal: Franchim, Debora
• Orientador(a): Strehlau, Vivian Iara
• Banca de defesa: Rodrigues, Thelma Valeria Rocha , Ponchio, Mateus Canniatti
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Inglês: loyalty; retail; national culture; cross-cultural dimensions; loyalty program
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/766

This paper proposes a framework to incorporate national culture in retail loyalty programs as a tool to increase its adherence to the audience and increase its results. Multiple quantitative studies have proven that culture impacts loyalty, but a framework on how to do it hasn’t been yet presented. Document analysis of 75 program terms and conditions and communication pieces was combined with interviews of 17 loyalty executives in five different countries, connecting their programs characteristics with their country’s cultural dimensions, using Schwartz’s cross-cultural scores. The result is a practical framework to support managers into integrating culture into their loyalty programs, by incorporating it in the consumer needs phase, the analysis of benchmarks, the design of the program and in its communication.