Publicação
How to implement an interactive free loyalty program for SL Benfica - football membership benchmarking: evaluation of features and pricing of global football membership programs
| Resumo: | This dissertation explores the development of "Sou Benfica," SL Benfica's free loyalty program, through a multi-faceted analysis of fan engagement, football membership benchmarking, and global loyalty trends. The research among the fans was done by questionnaires and face-to-face interviews; in order to evaluate the perception of the effectiveness of the program. Benchmarking analysis of membership programs in football clubs and other best practices in various industries aimed at the identification of innovative strategies. The results underline the balance needed between accessibility, affordability, and richness of features as ways to enhance fan loyalty. Strategic recommendations will focus on strengthening "Sou Benfica" by the use of digital tools, diversification of benefits, and building closer relations with fans worldwide. |
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| Autores principais: | Carpi, Paolo |
| Assunto: | SL Benfica Loyalty Membership satisfaction Survey Interaction Brand loyalty Sports marketing Fan engagement Fan purchasing power Football membership enchmarking Fan satisfaction Fan expectations Custom points-based feature score analysis Adjusted membership cost analysis |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This dissertation explores the development of "Sou Benfica," SL Benfica's free loyalty program, through a multi-faceted analysis of fan engagement, football membership benchmarking, and global loyalty trends. The research among the fans was done by questionnaires and face-to-face interviews; in order to evaluate the perception of the effectiveness of the program. Benchmarking analysis of membership programs in football clubs and other best practices in various industries aimed at the identification of innovative strategies. The results underline the balance needed between accessibility, affordability, and richness of features as ways to enhance fan loyalty. Strategic recommendations will focus on strengthening "Sou Benfica" by the use of digital tools, diversification of benefits, and building closer relations with fans worldwide. |
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