Resumo

PENA ESCOBAR, Stefanía; RAMIREZ REYES, Gloria S.  e  OSORIO GOMEZ, Juan C.. Evaluation of a customer loyalty strategy with system dymamics. Rev. ing. univ. Medellín [online]. 2015, vol.14, n.26, pp.87-104. ISSN 1692-3324.

The customer loyalty programs are a tool of differentiation and high impact to create long term relationships with customers of a company, so as to achieve an improvement in the portfolio and collections, reduced costs of customer service, increased revenue from higher sales to the most profitable customers, cross selling, among many other benefits. Accordingly, we present a system dynamic model to analyze the economic benefits, in terms of profitability, which would be to implement a customer loyalty strategy. To adjust and validate the proposed model, its implementation is done in a real case of a marketer of agricultural products in the department of Valle del Cauca - Colombia. The simulation results show that indeed the model fulfills its purpose, and that the loyalty program achieved significant results in the finances of the organization.

Palavras-chave : CLV (customer lifetime value); customer loyalty; system dynamics; relationship marketing; ROI (return on Investment).

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