|
|
Budování věrnosti značce prostřednictvím digitálních médií v FMCG segmentu
Vondráčková, Petra ; Karlíček, Miroslav (advisor) ; Pěničková, Vlasta (referee)
Diploma thesis studies the topic of brand loyalty within the digital media and is specifically targeted on FMCG segment. Brand loyalty is defined as a commitment to re-buy a specific product or service in the future, no matter of any external influences. In case of FMCG, there are several influencers of brand loyalty that must be taken care of, e.g. core offering, demographics, elasticity level or share of wallet. The objective of this thesis is to define a digital strategy for a dairy product brand, which aims at increasing its brand loyalty. In order to achieve that, the author has reviewed academic literature on the topic of brand loyalty, as well as on digital media and their influence on loyalty. The digital strategy, defined in the final part of the thesis, is based on the author's research dealing with brand's online performance, analysis of competitive digital activities, analysis of related online content and analysis of Czech digital environment.
|
|
|
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.
|
|
|
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.
|
|
|
Social System of an Organization and its Quality
Bendík, Pavel ; Hiršová, Miloslava (advisor) ; Kožichová, Lenka (referee)
The thesis is based on the concept of an organization as a system of relations resulting from organization roles. The aim of the diploma thesis is to select tools and define criteria, by means of which the relations within an organization can be evaluated and their quality assessed. Theoretical part focuses on the explanation of the basic terms with organization and relations connected to it. Pursuant to this, specific tools are chosen, which enable evaluation of the organizational relations. Practical part then analyses the chosen organization as a system of relations resulting from organization roles and concentrates on the possibilities for their quality assessment by means of selected tools.
|
|
|
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.
|
|
|
Organizational culture in hotel Adria Prague
Pauličková, Katarína ; Nový, Ivan (advisor) ; Surynek, Alois (referee)
Organizational culture is very important determinant of every organization. This diploma thesis deals with the specific aspects of organizational culture. It consists of four main parts. In the first chapter the theoretical basis regarding organizational culture, organizational commitment and experiential education is described. The second part consists of the deep analyses of hotel Adria Prague. It provides the information regarding its employees, clients, competition and specific events the management organizes on regular basis. The next part is dedicated to the empirical research the aim of which was to identify organizational strategy and values as well as the extent to which employees identify with these values. It also focuses on factors fostering organizational commitment. In the final part of the thesis the practical recommendations for the management of the hotel are mentioned.
|
|
| |
|
|
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.
|
|
|
Motivational system of a retailing company as a way of builing employees´ loyalty
Levrincová, Vieroslava ; Turnerová, Lenka (advisor) ; Khelerová, Vladimíra (referee)
The goal of this thesis is to give answer to basic questions about employees' motivation, motivational tools that the employer can use and optimalization of employees' loyalty. To be more focused and precise, we limit our research to the field of retailing companies. The goal of this thesis is thus to analyse the motivational system of a retailing company and its impact on the loyalty of the employees. The thesis is divided into a theoretical and a practical part. In the theoretical part, we will get to know the basic motivational theories and tools. Besides this, we will focus on current trends in the field of employees'recognition. In the practical part, we will apply the theoretical methods to a real company Notes, a.s. We will create, based on a survey reflecting employees' satisfaction, a picture of motivational sytem of this company and we will try to identify its strenghts and weakneasses We should use all the knowledge from this thesis at the end when suggesting improvements of the motivational system for Notes, a.s.
|
|
|
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.
|
guest ::
