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The usage of mobile applications for communication within the loyalty programs and direct marketing
Muff, Erik ; Zamazalová, Marcela (advisor) ; Dufek, Tomáš (referee)
The diploma thesis deals with the usage of mobile applications for communication within loyalty programs and direct marketing. The objective of this thesis is to identify the potential of the usage and to compare the efficiency of the communication through mobile applications for smartphones in communication within the loyalty programs with e-mailing. The comparison of both communication channels was done based on campaigns, which were realized for purpose of this thesis for the real client. Researched metrics were click through rate and conversion rate. The identification of mobile application usage potential for communication was done through questionnaire and interview with experts.
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E-Commerce
KUBIČKA, Tomáš
Diploma thesis "E-commerce" aimed to create a suitable solution for marketing mix of the e-shop Levneelektro.cz. Based on performed analyzes I concluded that improvement of a communication with customers is very important for company ELEKTRA PV. I found that a crucial step for maintenance of competitiveness is the foundation of a loyalty program which is responsible for keeping customer loyalty. I have designed two different solutions of the loyalty program that are appropriate for the company.
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The influence of the legislative environment governing the sale of pharmaceuticals in ČR - on the loyalty program of Pharmacy Alma
SKÁLOVÁ, Veronika
This diploma thesis has been prepared on the theme: The influence of the legislative environment governing the sale of pharmaceuticals in ČR - on the loyalty program of Pharmacy ALMA. In the first part was performed an analysis of the legislative environment. In another part of thesis the loyalty program was evaluated. Loyalty program was evaluated as a whole. Were also evaluated marketing events held in the Pharmacy ALMA during 2010 and 2011. The result of thesis was that the loyalty program is benefits for Pharmacy ALMA. The operation of a loyalty program is cost-effective for Pharmacy ALMA. Pharmacy should also carry out marketing campaigns because it has a positive effect on clients of pharmacy.
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The loyalty program as a tool to support sales in B2B markets
Hrubešová, Kateřina ; Vávra, Oldřich (advisor) ; Votruba, Václav (referee)
This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client relationships.
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Loyalty programs for children and their influence on children´s behaviour as a consumer
Pažoutová, Iveta ; Ryšavá, Monika (advisor) ; Zamazalová, Marcela (referee)
The thesis is focused on loyalty programs for children. The aim is to develop a recommendation for a particular company, how its loyalty program should look like. The theoretical part includes familiarization with loyalty programs and describe the market segment - children. The practical part describes, what the brand "Kubik" offers for children. One component of my work is a research conducted in a group of children aged 8 to 11 years through questionnaires, which are divided into two parts - a general and a specific focusing on drinks Kubik. From the outputs of the research the impact of children as consumers is analyzed and recommendations for the brand Kubik how it should create a loyalty program for children is outlined.
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The influence of loyalty programs on customer´s loyalty with a focus on branded clothing stores
Běhounková, Klára ; Průša, Přemysl (advisor) ; Odehnalová, Jitka (referee)
This bachelor statement deals with the influence of loyalty programs on customer's loyalty with a focus on branded clothing stores. It defines a customer, his behavior, decision-making process and his loyalty to a firm. Also it defines marketing communication with customer,sales promotion, loyalty programs including species and benefits. It states specific loyalty programs Blažek, Reserved, Orsay, Marks&Spencer a S. Oliver. Final part evaluates the research of loyalty cards and their usage of final customers.
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Loyalty program of payment cards, solution based on DWH
Jersák, Pavel ; Pour, Jan (advisor) ; Novotný, Ota (referee)
This diploma thesis is covering topics of customer's loyalty, loyalty programs in banking and mainly topic is loyalty programs of payment cards in banking industry. First theoretical parts is guiding us though concept of customer's loyalty in banking industry and is describing specifics of this loyalty compared to loyalty to sales businesses. Further, this thesis is trying to show opportunities to be used to support customer's loyalty in bank with participation of credit and debit cards. In this sense, these payment cards are those that enable client's entry into the loyalty program and into the advantages that is loyalty program offering. Further, this thesis is describing interesting concept of loyalty program that is closely coupled with business partners that give opportunities to make the program very variable and interesting for customers. Practical part of this thesis is describing basis for technologies to be used while deploying the loyalty program and is discussing two main technical concepts regarding loyalty system integration with current bank information systems. One of those is further discussed and described from the point of view technical realization in common data warehouse systems. Main contribution of this work is preview of approaches to payment card loyalty programs and also preview of possibilities in way the loyalty program can be integrated with data warehouse currently deployed in the bank.
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Analysis of customer satisfaction in the hotel of Sheraton Prague Charles Square Hotel
Szabó, Tomáš ; Skokanová, Dagmar (advisor) ; Gardoš, Radek (referee)
This bachelor thesis deals with the issues of customer satisfaction in the particular Prague hotel. It attempts to describe the overall customer satisfaction and its development throughout the existence of the hotel. In addition, it analyses its impact on loyalty to the brand of the hotel brand and the willingness of customers to recommend the hotel to their friends. It stresses the impact of the benefit of hotel loyalty program to brand loyalty of the hotel. This thesis seeks to answer the previously specified hypotheses. It reveals particular influence between overall customer satisfaction and loyalty to the brand, also increasing levels of customer satisfaction in time due to better management experience in hotel management. The conclusion assesses the effectiveness of the owner's decision to change the general manager after five months since the opening of the hotel.
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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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