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National Repository of Grey Literature

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Věrnost značce na trhu stavebního spoření v České republice Solnička, Martin ; Zamazalová, Marcela (advisor) ; Mrázová, Hana (referee) Ve své diplomové práci jsem se rozhodl nahlédnout blíže na problematiku věrnosti zákazníků konkrétní značce. Cílem této práce je provést segmentaci zákaznické základny ČMSS a navrhnout opatření vedoucí k posílení této zákaznické základny. Rozdělení zákazníků je provedeno pomocí výzkumného nástroje PRETORIAN. Ten umožňuje měřit nejen loajalitu značky vyjádřenou preferencí, ale především dlouhodobé postoje ke značce a postoje k jejím konkurentům. Detailed record

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