The thesis discusses the importance of loyal customers, and loyalty system as a tool for building loyalty. It defines loyalty and customer satisfaction, it deals with the issue of customer retention. It describes the history and types of loyalty programs, important factors for deciding on their implementation and problems associated with them. The practical part is concerned with the clothing market, Orsay company and its Orsay Club loyalty systeme. The work also includes a survey of the loyalty programs on the market with clothes, with a focus on Orsay and Orsay club.

[pt] Nos últimos anos, observa-se no Brasil um crescimento no número de programas de relacionamento sendo oferecidos por empresas dos mais diversos segmentos. Esses programas podem ser apresentados de diversas formas, tais como acúmulo de pontos, descontos em rede credenciada, trocas por milhas aéreas, entre outros. O intuito desses programas é aproximar os clientes das empresas participantes e, por consequência, aumentar sua satisfação perante as empresas que os oferecem. O presente trabalho buscou identificar, através de pesquisa bibliográfica, documental e de campo, realizadas com executivos de marketing e usuários, quais os principais atributos que devem compor um clube de vantagens. As variáveis identificadas foram avaliadas por grupos de 30 executivos e 122 usuários, considerando uma escala de 5 pontos. Análises estatísticas comparando as médias desses dois grupos serviram para testar a existência de diferenças perceptivas (gaps) entre as expectativas dos usuários e as avaliações feitas pelos gestores que contratam tais serviços, conforme proposto por Parasuraman, Zeithalm e Berry (1985). Objetivou-se ainda identificar se clubes de vantagens contribuem para a satisfação dos usuários com as empresas que os oferecem. / [en] In recent years, there has been an increase in the number of Relationship Programs offered in Brazil by companies from a wide range of segments. These programs can be presented in a variety of ways, such as point accumulation, accredited network discounts, air mile exchanges, among others. The purpose of these programs is to bring customers closer to the participating companies and, consequently, increase their satisfaction with the companies that offer them. The present work sought to identify, through bibliographical research, documentary and field survey, conducted with marketing executives and users, which are the main attributes that should compose a club of advantages. The identified variables were evaluated by groups of 30 executives and 122 users considering a 5 point scale. Statistical analyzes comparing the means of these two groups served to test the existence of gaps between users expectations and the evaluations made by the managers that hire such services, as proposed by Parasuraman, Zeithalm and Berry (1985). The objective was also to identify if clubs of advantages contributes to the satisfaction of the users with the companies that offer them.