Loyalty is key to successful business. Since 1998, The Osservatorio Fedeltà at the University of Parma has conducted research in the customer loyalty “world”, studying best in class case histories and spreading the word of new customer loyalty approaches on a national and international scale. The Osservatorio Fedeltà was born in 1998 within the Department of Economics at the University of Parma, drawing on over twenty years of research by the Marketing Area in the fields of Retail Management, Channel Relationships and Trade Marketing. The goal is to contribute to the development of a customer loyalty culture in our country. The Osservatorio Fedeltà would like to be the place for sharing ideas about loyalty marketing. Every year, The Osservatorio’s research work is shared with Consumer Goods Manufacturing and Retailing Companies thanks to the “Il futuro del Micromarketing” (“The Micromarketing Future”) Workshop, when more than 400 managers, marketing practitioners and academics gather, at the University of Parma. The Osservatorio Fedeltà aims to support managers, researchers and students interested both in developing research projects and knowing more about loyalty marketing and Customer Relationship Management. The Osservatorio Fedeltà develops research and training projects for companies on loyalty and CRM topics. Another goal is to promote theses and dissertations that result from close cooperation between firms and students. Prof. Cristina Ziliani is the director of the Osservatorio Fedeltà since 1999.
