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Loyalty of customers to the dm drugstore
Vachková, Rita ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis is about the characteristics of consumer behavior and loyalty. Loyalty of customers is examined in the market with drugstore products concretely at the dm drugstore. Using marketing research conducted by questionnaire survey are detected information, whereby are deduced facts about customer loyalty to the dm drugstore. The thesis is divided into several chapters, two of them are purely theoretical, one chapter is devoted to the description of the selected chain - dm drugstore, after that follows research - secondary data are analyzed at first and then primary data. The overarching goal of this work is to determine whether customers are loyal to this drugstore and why. However, this entails several sub-goals - why customers go shopping into this drugstore, if they go elsewhere and why, the influence of a loyalty program for their decisions, and above all specific information about customer satisfaction with the drugstore.
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