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The Utilization of Loyalty Program in a Assistcar s.r.o. Company Strategy
Kalman, Robin ; Dohnalová, Aneta (referee) ; Chalupský, Vladimír (advisor)
The subject of this diploma thesis is the creation of loyalty program for Assistcar, s.r.o. This company offers extensive services in the auto repair industry and the loyalty program is what the company is missing. The diploma thesis contains a theoretical, analytical and practical part. In the first part the theoretical basis is elaborated, which is necessary for the correct creation of the loyalty program. The analytical part consists of an analysis of available and functioning loyalty programs. Further analysis of competitive programs and the whole business. The practical part includes the creation of a specific loyalty program for the company.
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CRM as a system of business and marketing activities optimisation
VANĚČEK, Jan
The diploma thesis maps the theoretical starting points of the issue of customer relationship management. The practical part analyzes the current state of customer relationship management, marketing and business activities of the selected company. The analysis also focuses on the market for CRM systems, which then selects the most appropriate system for the company. It proposes its implementation, including a quantifying of benefits and costs.
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Multi-partner loyalty programs in the financial sector
Táborská, Nikol ; Chylíková, Hana (advisor) ; Lukeš, Miroslav (referee)
The final thesis deals with multi-partner loyalty programs within the financial sector. The aim of the present work is to compare two types of loyalty programs, such as a point based scheme and money-back scheme (also called cash-back), focusing on the entities in the financial sector. The thesis is divided into a theoretical part that is dealing with marketing as whole, sales promotion and loyalty programs themselves. In the practical part, the companies and their loyalty programs are analyzed at the beginning of the practical part. The last part of this chapter presents the results of the analyzed comparison of the two types of programs. Finally, the main actual trends are presented at the end of this thesis, both for abroad and Czech Republic separately.
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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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Building a brand loyalty program for Deers Jewellery
Buchtová, Kristýna ; Kolouchová, Daniela (advisor) ; Machek, Martin (referee)
The aim of the work is to create a loyalty program for Deers Jewellery. Deers Jewellery is a Czech brand producing handmade design jewellery. The proposal loyalty program of will be based on data obtained through in-depth qualitative interviews and a quantitative questionnaire responded by Deers Jewellery customers. The thesis is divided into two parts. The theoretical part defines the concept of sales promotion and deals with its tools, namely with loyalty programs and customer loyalty. In the practical part, I will introduce the Deers Jewellery brand and carry out questionnaire survey to find out, who are the customers and how do they perceive the existence of loyalty clubs. The practical part also includes the proposal of the Deers Jewellery loyalty program.
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Loyalty program of clothing shop
Topičová, Kristýna ; Procházková, Markéta (advisor) ; Špunarová, Monika (referee)
At present, a theme of loyalty programs is very popular. The valuable loyalty programs can be considered as some kind of competitive advantage that helps company to grow. However, business organization has to do its activities with regard to its customers. This Master thesis attempts to create a complex concept of loyalty program for clothing shops according to customers wishes. The results indicate that customers want loyalty program of clothing shops based on permanent discounts. The findings also suggest that even though people do not want to share personal data they are willing to exchange those data with companies for rewards when loyalty program benefits seems to be attractive to them. These finding have major implementation for marketing managers who want to build successful loyalty programs.
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The impact of loyalty programs on customer loyalty
Ištvancová, Dominika ; Zamazalová, Marcela (advisor) ; Mahdal, Miroslav (referee)
Loyalty programs are one of the tools that serve to create customer loyalty. The aim of this thesis is to determine whether loyalty programs of perfumeries and satisfaction with their impact on customer loyalty. The theoretical research summarizes the available knowledge about consumer behavior, loyalty and loyalty programs. The parfumeria market analysis in the Czech Republic and the content analysis of the MML TGI provide sufficient information about the established loyalty programs and the target group of perfumeries. The practical part, in the form of a questionnaire survey, examines in particular the advantages of the loyalty program and customer satisfaction. Based on the results of the work are in the final part recommendations for more effective loyalty program.
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Short-term loyalty program at the filling stations OMV Czech Republic
Vaňous, Marek ; Janák, Vladimír (advisor) ; Štědroň, Bohumír (referee)
Title: Short-term loyalty program at the filling station OMV Czech republic Goals: In general terms to present loyalty programs, which have become a necessary part of many companies in the last years. These companies struggle with the competitors, they try to keep their customers and also to get new ones. The goal is to clarify making of the loyalty program and describe the steps and methods which are associated with the creation together with the introduction of loyalty programs. Another aim of this thesis is to introduce OMV company and its short-term loyalty program, which was taking place at the OMV Czech republic filling station at the turn of year 2012 and 2013. Based on the interviews and SWOT analysis certain improvements have been proposed. Method: For the theoretical background were used studies of specialized literature from marketing and economics. For the final recommendation were used method interview and SWOT analysis. Results: We have introduced the important procedures and methods which are used in creating of loyalty programs. Subsequently, we have analyzed specific loyalty program LIORA, in which we have found several positive and negative aspects. We have also approached the possible threats, which may arise during similar activities. All these knowledge can be applied to the...
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