Viabilidade da implantação do programa de fidelidade “1C2F” na Dismoto em Arapiraca – Alagoas

Abstract

This paper presents a study on customer loyalty in the city of Arapiraca, Alagoas. The loyalty program runs in an application that was developed in partnership between Dismoto Honda and 1C2F Administradora de Negócios. This app gives users access to discounts on the purchase of motorcycle parts, and to participate in raffles with Dismoto products and its business partners. It will also accumulate points in Brazilian Real (BRL) to exchange them for products at Dismoto Store. The purpose of the work is to analyze the acceptance of the service by Dismoto, since it is something new and not yet found in the automobile sector. The app runs on Smartphone devices with an Android operating system, with the goal of customer loyalty through the app, as well as the increase of client flow within the contracting company. The methodology of the work is a qualitative research regarding the interview performed with Dismoto's legal representative, who confirms the information that the partnership strengthens business relations and it is good when both parties are benefited. As quantitative analyses, an economic feasibility study was done using financial indicators. It is concluded that this application will bring benefits to both parties: regarding Dismoto, it will increase its clients flow and its profitability; for 1C2F, it will be known in the business world, it will be able to adapt the app to other interested companies and it will increase profitability, as well.