CUSTOMER LOYALTY IN THE ERA OF NEW GENERATIONS: RELATIONAL MARKETING STRATEGIES TO WIN OVER YOUNG CONSUMERS' LOYALTY

Abstract

This thesis analyzes how brands can build lasting loyalty among Millennials and Generation Z by shifting from transactional marketing, based on discounts and points, to relational marketing focused on emotional connection, authenticity, and shared values. The study highlights that young consumers seek personalized, transparent experiences aligned with their ethical principles, rewarding brands that reflect their values and involve them in co-creation processes. Through the case of Sephora and its Beauty Insider program, it demonstrates how technology, omnichannel strategy, and community building strengthen emotional bonds and foster long-term loyalty. In conclusion, in a digital and competitive environment, loyalty is no longer achieved through material rewards, but through purpose, personalization, and engagement, making relational marketing a key tool for brands seeking to connect with the new generations.