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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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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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Loyalty programs and their impact on consumer
Rothmajerová, Jaroslava ; Ryšavá, Monika (advisor) ; Maláčová, Radka (referee)
The thesis is focused on loyalty programs. The aim of the thesis is to show how the loyalty program works by using a particular example and how it affects consumers. In the theoretical part, there is explained the position of loyalty programs in marketing. The thesis also deals with media, which use loyalty programs in marketing communication. In the practical part, the loyalty program of Nestlé is analysed, which is aimed at children as consumers. Awareness and satisfaction with loyalty program is analysed by questionnaire. In the work, there are also described the effects of loyalty programs on consumers, based on results from questionnaire and analysis of loyalty programs. In the conclusion, there is a summary of the whole work and evaluation of the gained results.
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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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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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Věrnost zákazníka jako konkurenční nástroj retailingové firmy
Haniková, Alžběta ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
Práce pojednává o významu věrného zákazníka pro firmu. Charakterizuje věrnost a spokojenost zákazníka společně s faktory, které je ovlivňují. Zabývá se problematikou udržení zákazníka a věrnostními programy jako jedním z možných způsobů, jak získat stálého zákazníka. Praktická část práce se týka trhu s nábytkem, firmy IKEA a jejího věrnostního programu IKEA FAMILY. Práce také obsahuje průzkum věnující se této firmě a programu IKEA FAMILY.
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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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Support of internet sale emphasizing the loyalty systems
Šantrůčková, Eva ; Sedláček, Jiří (advisor) ; Wolde, Štěpán (referee)
Práce se zabývá spotřebitelskou podporou prodeje jak v rovině obecné, tak na internetu. Analyzuje výhody a nevýhody jednotlivých forem podpory prodeje, které se ve virtuálním prostředí používají nejčastěji. Každá z těchto forem je doplněna příklady z praxe. Věrnostním programům obecně a na internetu se práce věnuje nejvíce. Dělí je do dvou skupin: věrnostní programy firem podnikajících a nepodnikajících na internetu. Práce je zakončena podrobnou analýzou vybraných věrnostních programů.
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