Marketing de relacionamento: adequação do programa sócio torcedor do América Futebol Clube do Rio Grande do Norte
Melo, Adson Lucena de
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The América Futebol Clube, from the city of Natal in Rio Grande do Norte, is going through a phase that accumulates failures in the period from 2014 to 2017. This has affected the number of supporters. Therefore, the main objective of the study is to establish actions, focused on Relationship Marketing, to be added to the current Fan Club Member Program. The reseach has a quantitative, with an descriptive feature, being a Case Study. The data were collected from a questionnaire with the members and former club members. In the results it was verified that there is a dissatisfaction with the benefits that are given to those who commit themselves to guarantee an income to the Club, that are the partners, who pay an annual amount and practically only enjoy watching the games. Two aspects were also considered essential for greater fan support: granting the right to vote to the member and the conclusion of the Stadium. Finally, It was concluded that the Loyalty Program needs to be adjusted in order to give greater attention to the desires and needs of the fans.