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Loyalty programs for children and their influence on children’s behavior as a consumer
Gruberová, Anna ; Ryšavá, Monika (advisor) ; Pešek, Ondřej (referee)
The loyalty programs are objection of this bachelor thesis. It emphasizes their importance, advantages and describes under what possible form they can appear. In the theoretical part there is introduced their placement in marketing mix. The practical part is focused on loyalty programs which are determined to children. There are also specific examples of loyalty programs. The aim of this thesis is to determine how much are children affected by them and how they gain information about them. This is examined by a questionnaire that was administered to children attending a primary school. In the conclusion there is summarized substantial information and gained results
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Loyalty Program for Retail Chain Tesco – Clubcard
Laštovičková, Lucie ; Postler, Milan (advisor) ; Szabo, Peter (referee)
This thesis deals with loyalty program of retail chain Tesco -- Clubcard loyalty program. The thesis is divided into two parts. The first part is focused on terms explanation -- e.g. marketing and commercial communication, sales promotion and it's techniques and also loyalty and loyalty programs itself. The beginning of practical part firstly describes current trends on the retail market. The following competitive analysis of retail chains is focused on loyalty programs. Next part deals with Tesco company and it's Clubcard loyalty program. The main contribution is represented by marketing research focused on Tesco customers's opinion about Clubcard program.
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Frequent Flyer Program of Air France-KLM and its Communications
Georgievová, Jitka ; Mikeš, Jiří (advisor) ; Štědroň, Bohumír (referee)
This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.
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Loyalty programs focusing on OK Plus
Fléglová, Helena ; Skokanová, Dagmar (advisor) ; Štědroň, Bohumír (referee)
The bachelor thesis focuses on one of the tools of sales promotion, namely loyalty programs. These as the only ones able to create a strong connection between the company and the customer while reducing the amount of their losses to a minimum. The means to achieve the specified goals is a wide system of benefits for the members. As an example of the working environment the Czech Airlines OK Plus loyalty program is explained more in detail. This program, after many years of development, became the synonym of a successful loyalty program.
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Building Company Loyalty System
Haniková, Alžběta ; Turnerová, Lenka (advisor) ; Drozen, František (referee)
The thesis discusses the importance of loyal customers, and loyalty system as a tool for building loyalty. It defines loyalty and customer satisfaction, it deals with the issue of customer retention. It describes the history and types of loyalty programs, important factors for deciding on their implementation and problems associated with them. The practical part is concerned with the clothing market, Orsay company and its Orsay Club loyalty systeme. The work also includes a survey of the loyalty programs on the market with clothes, with a focus on Orsay and Orsay club.
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Efektivnost věrnostního programu na příkladu vybraného předního výrobce střešních oken.
Vlková, Michaela ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The aim of this thesis is to analyze the loyalty program of the company Roto stavební elementy s.r.o. The work is divided into three chapters. The first chapter deals with the marketing and commercial communications, describes the various forms of commercial communications. The second chapter focuses in detail on sales promotion as a form of commercial communication. Most attention is devoted to loyalty programs. The third chapter introduces the company Roto, its product portfolio and loyalty program. The chapter also includes evaluation of the effectiveness of the program based on four key indicators and a few suggestions for improvements. The conclusion summarizes the results of the analysis.
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Analysis of the loyalty program of IKEA
Lukáčová, Jana ; Chylíková, Hana (advisor) ; Stejskalová, Petra (referee)
Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.
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Loyalty of the retail companies' customers
Ouřadová, Pavla ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The objective of this bachelor thesis was to describe the principle of loyalty programs, to think about their value for customers and their impact on the customer's loyalty. The Bonus program, loyalty program of Česká spořitelna, is described in more detail as an example. The first chapter describes loyalty in general, the second one says how to achieve it. There are examples of several loyalty programs principles in the third chapter. Last two chapters contain information about Česká spořitelna and detailed analysis of the Bonus program.
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Building Loyalty in Consumer Markets
Selivanova, Olga ; Přikrylová, Jana (advisor) ; Tjokorda, Patrik (referee)
In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.
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