A Membership Program and a Complain Website: How Sport Clubs Manage Experiences of Their Members

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.

Inovação no Agronegócio:

“…In addition, it is possible to believe that the consumer feels more secure in purchasing the product, trusting that their financial data will be safe and that there will be an adequate after-sales channel to deal with unsuccessful experiences. The experience of being neglected in the face of an unsuccessful experience makes consumers want to stop doing business with the supplier (Munaier & Las Casas, 2019).…”

“Falso emprego” e relações de trabalho em plataforma digital de transporte

“…É preciso validar tal conteúdo institucional com a experiência vivida por outros usuários daquela empresa, marca ou prestador de serviços individual (Standing et al, 2016), e consumidores insatisfeitos com suas compras online costumam espalhar a experiência negativa com várias outras pessoas por meio da internet. (Faria et al, 2012;Munaier & Las Casas, 2019).…”

Influence of Usage and Contractual Binds on Customer Retention in Continually Delivered Services: Evidence From the Physical Fitness Business

“…The unsuccessful experiences lived by customers in their votes of trust, especially when they experience supplier neglect, can negatively impact the desire for a new purchase (Munaier & Las Casas, 2019). Such characteristics of trust, originally attributes of human relations, have been carried over to commercial relations and have been an intense area of research in marketing (e.g.…”