Conectando clientes à marca: o papel dos programas de fidelidade na construção de vínculos duradouros

Abstract

This study analyzes how loyalty programs contribute to lasting bonds between consumers and brands in informal cosmetics sales. The research investigates economic benefits (discounts, cashback, points) and emotional aspects (recognition, personalization) that influence repurchase and loyalty. Methodologically, this is an applied exploratory and descriptive research with a mixed approach, conducted through a structured questionnaire with Likert scales applied to 55 respondents. Data were analyzed using descriptive statistics. Results revealed that 54.5% of participants are part of loyalty programs, with 60% having stopped buying from other companies to maintain accumulated benefits. Discounts appear as the most valued benefit (48%), followed by cashback (28%). From an emotional perspective, 48% reported feeling recognized by the programs. Overall satisfaction was high, with 84% assigning scores of 4 or 5. The research concludes that effective programs must combine tangible advantages with symbolic recognition, creating exit barriers and strengthening the emotional bond with the brand.