A MEMBERSHIP PROGRAM AND A COMPLAIN WEBSITE: HOW SPORT CLUBS MANAGE EXPERIENCES OF THEIR MEMBERS

Christian Gomes e Souza Munaier, Alexandre Luzzi Las Casas

Abstract


To win and keep fans, the football clubs maintain programs of advantages, also called Loyalty Programs. These programs have gained importance for the finances of the institutions existing in Brazil, in fact 73 associations that have already created their programs, raising 1,301,339 consumers. However, these programs do not always meet the expectations of the fans. The purpose of this study was to analyze the level of satisfaction and attendance of their complaints by the institutions involved in Loyalty Programs. Six programs were analyzed from the perspective of service marketing and customer satisfaction-supporter management. The study considered the proposals of the specifics programs and collected data on complaints and solutions given on the "ReclameAqui" (Complain Here) website. One of the results is that among the clubs studied, Atlético-MG, Corinthians and Palmeiras showed the best results in their efforts to solve problems.


Keywords


Football; Loyalty programs; Service marketing; Reclame Aqui(Complain Here)

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DOI: https://doi.org/10.23925/2179-3565.2019v10i3p75-87

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