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Loyalty of customers to the dm drugstore
Vachková, Rita ; Zamazalová, Marcela (advisor) ; Procházková, Markéta (referee)
This thesis is about the characteristics of consumer behavior and loyalty. Loyalty of customers is examined in the market with drugstore products concretely at the dm drugstore. Using marketing research conducted by questionnaire survey are detected information, whereby are deduced facts about customer loyalty to the dm drugstore. The thesis is divided into several chapters, two of them are purely theoretical, one chapter is devoted to the description of the selected chain - dm drugstore, after that follows research - secondary data are analyzed at first and then primary data. The overarching goal of this work is to determine whether customers are loyal to this drugstore and why. However, this entails several sub-goals - why customers go shopping into this drugstore, if they go elsewhere and why, the influence of a loyalty program for their decisions, and above all specific information about customer satisfaction with the drugstore.
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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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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.
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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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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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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.
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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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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.
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