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Building Customer Loyalty Programs For a Marketing Communication
Shatova, Mariya ; Skokanová, Dagmar (advisor) ; Magdyčanská, Radmila (referee)
In this work loyalty programs are described as a marketing tool of communication with customers. The first chapter provides a theoretical base which describes why loyalty programs are necessary and very effective for communication with the customer and how to establish effective loyalty program. The second chapter introduces the history of loyalty programs and the first loyalty program, which was founded by American Airlines. The third chapter describes loyalty program in three airlines and offers the opportunity to get to know modern loyalty programs which they offer us. The last part provides analysis of the primary research, which was carried out as part of the practical part. The analysis show that loyalty programs are widely perceived by people and can be successfully implementated in different enterprises. The second part of the survey relates to the selected airlines, and shows how loyalty programs are used and perceived in this particular case.
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Analysis of the loyalty program Telefónica O2 Czech Republic
Javořík, Tomáš ; Koudelka, Jan (advisor) ; Vacek, Miroslav (referee)
This thesis deals with loyalty programs, frequent flyer program, especially Telefónica O2 Czech Republic. The work deals with the very meaning of existence of loyalty programs, about why companies pay to finance these activities. At the same time, the work seeks to capture new trends in these programs and provide guidance on creating an effective loyalty program. The practical part focuses on the development and analysis of the current state of loyalty program of Telefónica O2 Czech Republic. The primary aim is to ascertain to what extent the program is effective in terms of customer retention, or their high performance and also how to participate in creation of the company's image.
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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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Evaluation of the Loyalty Program and the Possibility of Further Expansion of this Program in Pharmacies ALMA
SKÁLOVÁ, Veronika
In this Bachelor thesis were processed Topic: Evaluation of the loyalty program and the possibility of further expansion of this program in pharmacies ALMA. The aim of this study was to evaluate the loyalty program in the pharmacy ALMA and options for further expansion into partner pharmacies ALMA. The practical part of this thesis was divided into three parts. In the first part of this thesis there was an assessment of the loyalty program using internal data obtained of sale system and from interviews with pharmacy staff. In another part of the thesis there was marketing research carried out, which was conducted among pharmacy customers. Questionnaire survey investigated how often customers visit a pharmacy, whether they are satisfied, and under what conditions would regularly buy at the pharmacy ALMA. In the third stage of this thesis were having suggested the possibility of extending this program in the pharmacy ALMA and partner´s pharmacies ALMA.
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Payment cards and loyalty programs
Linhartová, Lucie ; Schlossberger, Otakar (advisor)
The object of this bachelor thesis is payment cards and loyalty programs. In the first, general, part the thesis deals with basic description of payment cards, i.e. history, particular sorts of payment cards, their legal form and characterizes a loyalty program. Next part of the thesis consists of practical part -- it is aimed for analyses of bank institutions with emphasis on their loyalty program and other services to payment cards.
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Loyalty programmes and their impact on customer's loyalty
Lenková, Petra ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
This thesis deals with different types of loyalty programmes that are analysed. I describe their impact on the loyalty of customers. The first chapter deals with marketing communication. Marketing communications are divided into personal and impersonal communication, commercial communications, ATL and BTL communications. The second chapter deals with Sales promotion. The third chapter describes the term "customer" and effects that influence customer's decision. The fourth chapter focuses on terms loyalty, loyal customer, attached customer etc. The fifth chapter deals with loyalty programmes. The sixth chapter focuses on chosen loyalty programmes. I compare them in the seventh chapter. The eighth chapter describes methods of measuring customer's loyalty.
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The Building of Customer's Loyalty Towards the Brand Linde
Hájková, Lucie ; Postler, Milan (advisor)
This thesis deals with the building of customers' loyalty towards the brand Linde. The first chapter of this thesis describes types of commercial communications, ATL and BTL marketing activities and specifics between B2B and B2C. The second chapter deals with the brand in terms of the building of a long-term relatinoship with customers. The third chapter deals with customers and their satisfaction. The fourth chapter explains the meaning of the term "loyalty" and describes CRM. The fifth chapter focuses on loyalty programs in general. The sixth chapter introduces the company Linde Gas, a.s. and its loyalty programme, which is described in more depth within the seventh chapter. The last chapter is about an evaluation of the loyalty programme and communications of the brand Linde. In conclusion I suggests changes for the future.
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Consumer satisfaction after relaunch of customer-loyalty program
Hrubešová, Aneta ; Zamazalová, Marcela (advisor) ; Kališová, Libuše (referee)
The main goal of this diploma thesis is to analyse the customer satisfaction with the loyalty program Active beauty and to propose some improvement suggestions. The theoretical part is focused on the issue of the customer care, customer satisfaction and loyalty. In the following part is described the situation in the retail market and chemist's market in the Czech Republic. Subsequently is introduced the loyalty program Active beauty and evaluated results of the research.
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Implementation of loyalty program in chosen company
Šenitková, Ivana ; Zamazalová, Marcela (advisor) ; Mottlová, Libuše (referee)
The importance of building longterm relationship with customers has raisen very quickly in companies last years. One of very strong marketing tool is loyalty programme, main topic of thesis, which is used in different parts of business all over the world and experience boom in Czech and Slovak republic these days. Thesis explains theoretical aspects of loyalty, satisfaction and value of customer, and all important components of loyalty programme. Thesis concerns also different types of programmes which are used in retail companies in Czech and Slovak republic. As an example thesis provides detail description of implementation of loyalty club of key player on both domestic and world retail market and his pilot program in Slovakia. Aim of the work is to evaluate the use of loyalty programmes in Czech and Slovak republic, their benefits, disadvantages and success from both side - company and customer. Thesis containts also suggestions and recommendations how to create efficient loyalty programme, as well as own marketing research on customers of analyzed company.
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Consumer loyalty - competitive advantage of travel agencies
Malá, Barbora ; Petrů, Zdenka (advisor) ; Houška, Petr (referee)
The theoretical part of diploma thesis "Consumer loyalty - competitive advantage of travel agencies" is focused on specification of tourism product and the main differences in goods and services. This part also deals with principles of loyalty and motivation programmes and includes marketing view of particular forms of sales promotions. The practical part is based on analysis of loyalty and motivation programmes aplicated by travel agencies in the market of the Czech republic during the period under consideration (june 2007 - september 2008). Practical part is also focused on marketing research concentrated on relation between consumers and travel agencies, their knowledge of existing loyalty and motivation programmes and demonstration of theirs effectivity.
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