New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case

Detalhes bibliográficos
Autor(a) principal: Manso, Mariana Lúcio Costa
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/142663
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s caseCOVID-19 pandemiccustomer journeycustomer experiencebehaviourFnacDissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceAt the end of 2019, a new unknown virus was detected in Wuhan, China. Alongside the measures, individuals have changed their lifestyles and personal habits. As a result, consumers have started to implement teleworking, tele-learning, shopping at home, or exercise at home, for instance. In this sense, this study seeks to understand the new journey of Fnac Card loyalty program members concerning the COVID-19 pandemic in order to be able to define possible marketing strategies, as well as to understand whether there are significant changes before and after the pandemic. The research has an exploratory intent to study the consequences of the pandemic on consumer behaviour. In order to answer the objectives and hypotheses outlined, a questionnaire was conducted on 150 individuals who are part of the Fnac loyalty program. It was possible to conclude that consumers have new behaviours in two phases by analysing the data. In the Consideration phase, they prefer to carry out their research online, as they have more detailed information about the products. However, despite being more online, they prefer to purchase the product in the shop in the Acquisition phase because they value the in-store experience. The sample also shows that we are far from having a more current role in the co-creation with the brands, given that, in the Advocacy phase, they do not contribute to the creation of content for the brands. Thus, it seeks to understand those behavioural changes after COVID-19 to define a new customer journey map.Orghian, DianaRUNManso, Mariana Lúcio Costa2022-07-29T15:53:43Z2022-07-262022-07-26T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142663TID:203045971enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:04:07Zoai:run.unl.pt:10362/142663Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:34:41.572840Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
title New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
spellingShingle New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
Manso, Mariana Lúcio Costa
COVID-19 pandemic
customer journey
customer experience
behaviour
Fnac
title_short New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
title_full New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
title_fullStr New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
title_full_unstemmed New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
title_sort New customer journey with COVID-19 as a touchpoint - The Fnac Portugal’s case
author Manso, Mariana Lúcio Costa
author_facet Manso, Mariana Lúcio Costa
author_role author
dc.contributor.none.fl_str_mv Orghian, Diana
RUN
dc.contributor.author.fl_str_mv Manso, Mariana Lúcio Costa
dc.subject.por.fl_str_mv COVID-19 pandemic
customer journey
customer experience
behaviour
Fnac
topic COVID-19 pandemic
customer journey
customer experience
behaviour
Fnac
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2022
dc.date.none.fl_str_mv 2022-07-29T15:53:43Z
2022-07-26
2022-07-26T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/142663
TID:203045971
url http://hdl.handle.net/10362/142663
identifier_str_mv TID:203045971
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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