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The Building of Customer's Loyalty Towards the Brand Linde
Hájková, Lucie ; Postler, Milan (advisor)
This thesis deals with the building of customers' loyalty towards the brand Linde. The first chapter of this thesis describes types of commercial communications, ATL and BTL marketing activities and specifics between B2B and B2C. The second chapter deals with the brand in terms of the building of a long-term relatinoship with customers. The third chapter deals with customers and their satisfaction. The fourth chapter explains the meaning of the term "loyalty" and describes CRM. The fifth chapter focuses on loyalty programs in general. The sixth chapter introduces the company Linde Gas, a.s. and its loyalty programme, which is described in more depth within the seventh chapter. The last chapter is about an evaluation of the loyalty programme and communications of the brand Linde. In conclusion I suggests changes for the future.
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Motivational system of a retailing company as a way of builing employees´ loyalty
Levrincová, Vieroslava ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The goal of this thesis is to give answer to basic questions about employees' motivation, motivational tools that the employer can use and optimalization of employees' loyalty. To be more focused and precise, we limit our research to the field of retailing companies. The goal of this thesis is thus to analyse the motivational system of a retailing company and its impact on the loyalty of the employees. The thesis is divided into a theoretical and a practical part. In the theoretical part, we will get to know the basic motivational theories and tools. Besides this, we will focus on current trends in the field of employees'recognition. In the practical part, we will apply the theoretical methods to a real company Notes, a.s. We will create, based on a survey reflecting employees' satisfaction, a picture of motivational sytem of this company and we will try to identify its strenghts and weakneasses We should use all the knowledge from this thesis at the end when suggesting improvements of the motivational system for Notes, a.s.
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Customer relationship management in outsourcing of IT
Horáček, Jan ; Bruckner, Tomáš (advisor) ; Vaněček, Michal (referee)
Outsourcing of IT is likely to be a perspective model of IT service delivery. However, only a small number of companies have adopted it and according to surveys, their satisfaction is relatively low. On the contrary, customer relation management (CRM) is a marketing approach that still keeps its popularity. Is not therefore CRM a solution also for outsourcing of IT? How should it be applied in the field? This master's thesis is intended for providers of outsourcing of IT and it aims to find answers to the questions above. The first step towards the goal is to identify main characteristic features of outsourcing of IT, which consequently provide a guideline for a systematic approach to the solution. The thesis does not presume reader's familiarity with CRM, hence the second chapter offers a brief yet holistic view of the issue. A synthesis of the information from the first two parts leads to a conclusion that it is not possible to decide about suitability of CRM in outsourcing of IT on a general basis, but always in the particular situation. Therefore the work suggests a set of criteria for the choice. The consecutive chapters deal with the application of CRM. Firstly, an entire system of tools for evaluation of customers is proposed. It enables providers to determine the suitable level of individual approach to each customer with consideration of both business and technical factors. Consequently, a provider can start building a relationship with his customer taking advantage of number of recommendations and tools given by this paper. It includes measures not only for convincing customers but also for increasing their retention. The thesis discusses broad variety of aspects of marketing in outsourcing of IT. Its scope ranges from customer uncertainty mitigation and purchasing process of a corporate customer, over tips on how to manage customer satisfaction, to appropriate adjustments of a service level agreement (SLA). The paper also briefly analyses the specifics of CRM in outsourcing of IT in the public sector.
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Loyalty programs in the hospitality industry
Halásová, Lenka ; Zamazalová, Marcela (advisor) ; Doubek, Karel (referee)
This paper deals with the area of loyalty programs, especially in the hospitality industry. The purpose of this thesis is to demonstrate an implementation of a loyalty program on a concrete example, since this topic has not been explored extensively before. The theoretical part delves into the history of and the basic terms from hospitality, marketing, communication mix and sales support, particularly customer loyalty programs. The second part covers the concrete loyalty program of Hotel Adria Praha, implemented in 2008 and partially created by the author. The whole process is captured, ranging from the ideas to implements such a program to its development, distribution and to some extent its final evaluation. The final part outlines ideas about the justification of loyalty programs in current situation of the hospitality market in the Czech republic.
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Využití věrnostních systémů pro podporu prodeje
Svobodová, Zdeňka ; Bursíková, Marcela (advisor) ; Černá, Jitka (referee)
Práce se zabývá loajalitou a jejím postavením v dnešní společnosti. V teoretické části jsou zdůrazněny hlavní zlomové okamžiky ve vývoji loajality a vymezení jednotlivých druhů loajalitních programů. Praktická část je zaměřena na deskripci věrnostního programu České spořitelny ? Bonus program. Následuje průzkum mezi členy tohoto programu a jejich následná segmentace do několika segmentů, dle kterých jsou pak navržena jednotlivá doporučení pro zlepšení programu. [cs]
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Consumer loyalty - competitive advantage of travel agencies
Malá, Barbora ; Petrů, Zdenka (advisor) ; Houška, Petr (referee)
The theoretical part of diploma thesis "Consumer loyalty - competitive advantage of travel agencies" is focused on specification of tourism product and the main differences in goods and services. This part also deals with principles of loyalty and motivation programmes and includes marketing view of particular forms of sales promotions. The practical part is based on analysis of loyalty and motivation programmes aplicated by travel agencies in the market of the Czech republic during the period under consideration (june 2007 - september 2008). Practical part is also focused on marketing research concentrated on relation between consumers and travel agencies, their knowledge of existing loyalty and motivation programmes and demonstration of theirs effectivity.
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Customer satisfaction
Fenclová, Jana ; Hebák, Petr (advisor) ; Průšová, Petra (referee)
The aim of this thesis is to demonstrate usage of statistic methods to better identify customer loyalty and satisfaction. The main purpose is to understand customer behavior and to find key factors which can influence customer satisfaction with the company related. The thesis is divided into 3 chapters. The first two chapters represent the theoretical part. The first chapter is focused on marketing research. There the reader can find the main research approaches, the selection of the sample of customers, the structure of question blanks, the way of collecting data and several methods used in praxis. The following chapter consists of necessary statistic methods -- correlation analysis, regression analysis, factor analysis and structural equation models. Practical part is represented by the key last chapter. In the begging the description of survey sampling and basic information about selected set can be found. The data collected are further analyzed using not very common method Walker which offers one very interesting and efficient way how to evaluate information about customers. Introduction and presentation of the method Walker is not only the core but also the main aim of the work.
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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.
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Customer loyalty of a retail company - Billa
Kučera, Michal ; Postler, Milan (advisor) ; Černá, Magdaléna (referee)
The first chapter enlightens the meaning of the term "customer loyalty", and explains its importance for firms in today's competitive surrounding. The second chapter focuses on market research and acts as a theoretical base and starting point for the research, which is a part of this thesis. The third chapter introduces the company BILLA spol. s.r.o. ČR and its loyalty programme, which is described very closely. The last chapter is concerned with the market research, which has been made for purpose of this thesis. It refers to the foreknowledge about benefits, which the Billa Club offers to its members.
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