|
| |
|
|
Implementation of the loyalty programme
Lipovská, Petra ; Zamazalová, Marcela (advisor) ; Hofmanová, Andrea (referee)
The master's thesis deals with the creation of the new concept of a loyalty programme for a particular company, which would be a strong competitive advantage focusing on the selection of benefits through customer survey. To fulfil this topic the thesis first outlines the theoretical knowledge on which the concept should be based and what are the methods and possibilities in the area of loyalty programmes. Furthermore, there is detailed analysis of the market situation and its players with an emphasis on points of difference. The main part of the thesis firstly sets objectives, the target group and principle of the loyalty programme. In the main part the benefits with the highest value for customers are chosen through a customer survey using a three-level selection method. The analysis also outlines the differences between travel classes, gender and age of respondents. In conclusion, there is also the economic rationalization and recommendations for the company.
|
|
|
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.
|
|
|
Analysis of the loyalty programme of Ambiente restaurants
Čuchranová, Mária ; Postler, Milan (advisor) ; Berglová, Pavla (referee)
The thesis is focused on the area of loyalty programme. Its aim is to analyse the loyalty programme of Ambiente restaurants called The Programme for Friends of Good Food and to compare it with the old method of rewarding customers that the company used to have before they launched the programme. The theoretical part of this thesis describes the position of loyalty programme in marketing and explains the basic terms as marketing and commercial communication, marketing mix, communication mix, sales promotion and its different forms. In connection with the loyalty programme, the terms as customer loyalty, satisfaction and value are explained. It is also described the customer relationship management and the ways how the loyalty programme can be measured. In practical part, there is an introduction of the Ambiente restaurants group and its previous method of rewarding customers and description of the new loyalty programme.
|
|
|
Analysis of Selected Loyality Programs of Air Companies
Pašková, Michaela ; Vaško, Martin (advisor) ; Abrhám, Josef (referee)
This work deals with loyalty programs, in airline industry mostly known as frequent flyer programs. Most airlines today offers a program in which customers can earn points as a reward for their tickets flown. The first part of the work is devoted to a research of literature on the subject, the development of loyalty programs , expected effect and their impact on clients and company profit. The second part focuses on the application of theoretical knowledge in practical study of loyalty programs of two major European airlines - Air France and Lufthansa. A practical analysis and comparison of the two programs is carried in terms of comparing the parameter and differences of the programs.
|
|
|
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.
|
|
| |
|
|
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.
|
|
|
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.
|
|
|
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.
|
guest ::
