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Loyalty systems in food retail
SYMOVONYK, Nadiya
This bachelor thesis is focused on loyalty systems in food retail on Czech consumer market. At the times of data driven world, many food retailers implement loyalty systems as support of sales in order to increase their profit. Due to the high returns on the investment, including the data knowledge about the consumer. When taken from the consumers' point of view, they are driven by a favourable deal, which is the key factor in consumers' decision making. Therefore, the goal of this paper is to assess the evaluation of perception and stand of consumers in age group 18-29 years old. Practical part of this paper is conducted based upon a survey, from which action steps are suggested for the retailers.
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Loyalty program of a selected accommodation facility in Prague
Polatová, Karolína ; Jenčková, Jiřina (advisor) ; Kalábová, Markéta (referee)
This bachelors thesis deals with loyalty program of accommodation facilities. The thesis characterize principles of the program and describes its functioning. The loyalty program is used by many firms, therefore the aim of this work is to assess its effectiveness through the evaluations of the particular loyalty program, Starwood Preferred Guest, which is founded by hotels chain called Starwood Hotels and Resorts, Inc. The evaluation is done from two different points of view. From the members point of view it focuses on its benefits and satisfactions., whereas the companys point of view the prior focus is on its profitability. The study is based on real impacts of the loyalty program on selected accommodation. The impacts are pictured in the statistics form, which are provided from internal sources of the chosen hotel. The figures are used for calculation of the profitability, which includes computation of how much the income from a member differs from a regular guest. To evaluate the advantageous of the program for a customer the information gained from the characteristic of the program has been used. To determine members satisfaction, the analysis of the guests review has been used. This thesis contributes to increase an awareness of the importance of loyalty programs, particularly of accommodation loyalty programs.
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The marketing analysis of guest loyalty program implementation at Grand Hotel Zvon
KUČERA, Lukáš
The diploma thesis is dealing with a topic of hospitality, a natural part of the services sector. Under the conditions of a constant development and ever-increasing competition there is necessary for hospitality industry enterprises to impress upon their customers their unique features and quality. Customers always seek a higher quality of services provided, individualization of services, logically they always look for the highest return of their investments. One of partial aims of this diploma thesis was an analysis of preferences of guests in a context of concept and implementation of a loyalty program. Other partial aim was to analyze indoor and outdoor attributes of the hotel. Marketing and management methods of SWOT analysis, questionnaire etc. have been used to achieve these aims. The main aim of this diploma thesis was to propose an optimal structure of the loyalty program for guests. The program must respect guests{\crq} wishes and needs while remaining financially acceptable for the hotel. A questionnaire has been used to detect the preferences of guests which then formed the basis of proposed loyalty program. Setting the conditions and principles of loyalty program membership was the next step to achieve the main aim. Finally, a detailed calculation of every item and benefit used in the loyalty program was created.
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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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