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Relationship marketing in theory and in practice: the loyalty program of Zátiší Group
Šonková, Tereza ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis is concerned with relationship marketing and its aim is to provide theoretical background of relationship marketing, to outline its development throughout the history and to present its most widely used tools. Particular emphasis is placed on the question of loyalty and loyalty programs. This thesis is divided into an introduction, theoretical part, practical part and a conclusion. The goal of the thesis is to confront the theory of relationship marketing and loyalty programs with an existing loyalty program, to analyse its effectiveness and provide recommendations for improvement. In the theoretical part, the method of compilation of the relevant literature is mainly used. For the practical part, the methods of deduction, desk research, semi-structured individual interview and SWOT analysis were used. These methods helped define effective and in practice feasible procedures for establishing loyalty programs and for communication with their members. This thesis is particularly beneficial as a basis for conducting a relevant and effective loyalty program for restaurants. Also, this thesis coherently presents relationship marketing and the methods of composition and measuring the effectiveness of loyalty programs and can therefore be used for educational purposes. Powered by TCPDF...
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Current Situation on Customer Relationship Management Systems market: Analysis and Potential of CRM Systems for tradesmen in the Czech Republic
Popelka, Ondřej ; Přibil, Jiří (advisor) ; Zelená, Veronika (referee)
This diploma thesis deals with the problematics of Customer Relationship Management systems in the context of their usage by tradesmen. It is divided into two main parts, the first of which aims to introduce readers into the problematics of CRM and SCRM systems and their benefits for tradesmen, describe the evolution of these systems with the arrival of the Web 2.0 interface and the environment where teese systems can operate. In the second part I analyzed the results of the questionnaire for tradesmen, which was aimed at mapping their opinion on these products, their willingness to invest in them and finding out about the benefits of individual functions of CRM systems. Following the results of the questionnaire, I defined a suitable solution for tradesmen and applied to the pre-selection for the most suitable products in this segment. Thanks to the preferences of the respondents and the evaluation of the required functionalities, the most suitable solution was found for representing the tradesmen in the Czech Republic.
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Relationship marketing in theory and in practice: the loyalty program of Zátiší Group
Šonková, Tereza ; Klimeš, David (advisor) ; Koudelková, Petra (referee)
This bachelor thesis is concerned with relationship marketing and its aim is to provide theoretical background of relationship marketing, to outline its development throughout the history and to present its most widely used tools. Particular emphasis is placed on the question of loyalty and loyalty programs. This thesis is divided into an introduction, theoretical part, practical part and a conclusion. The goal of the thesis is to confront the theory of relationship marketing and loyalty programs with an existing loyalty program, to analyse its effectiveness and provide recommendations for improvement. In the theoretical part, the method of compilation of the relevant literature is mainly used. For the practical part, the methods of deduction, desk research, semi-structured individual interview and SWOT analysis were used. These methods helped define effective and in practice feasible procedures for establishing loyalty programs and for communication with their members. This thesis is particularly beneficial as a basis for conducting a relevant and effective loyalty program for restaurants. Also, this thesis coherently presents relationship marketing and the methods of composition and measuring the effectiveness of loyalty programs and can therefore be used for educational purposes. Powered by TCPDF...
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RFM analysis of an e-commerce store selling men's accesories
Králíček, Pavel ; Procházková, Markéta (advisor) ; Kubátová, Eliška (referee)
This bachelor's thesis focuses on a RFM analysis and its usage in relationship marketing in the online world. It puts RFM analysis in the context of a marketing mix and also the historical development of marketing conceptions. The goal of this thesis is the construction of an RFM model and its application on e-mail communication with the customers of the e-commerce store. This thesis describes the sending of an e-mail campaign and evaluation of its result from the RFM assumptions point of view. It should serve as a proof of the relative ease of application of RFM analysis on a customer base and alternatively as a basis for a future marketing research.
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Development and application of relationship marketing
Kohoutová, Lucie ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
Bachelor thesis "Development and application of relationship marketing", deals with the historical origin of individual relationship marketing approaches that lead to the creation of long-term and therefore mutually beneficial partnerships with key parties. The author also explains the concept of CRM, the conditions for quality customer relationship management and discusses the different aspects that contribute significantly to the gaining of customer trust and loyalty for the long term. The practical part illustrates the theoretical knowledge on the specific example of Tesco company, what successfully managed to create the Clubcard program, supporting customer loyalty. The practical part was complemented by a survey of 160 university students, with the focus on the frequency of use for the loyalty program and the willingness of a individual to provide personal data.
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Customer relationships in the selected company
BLÁHOVÁ, Adéla
The aim of this thesis is to provide a comprehensive overview of the customer satisfaction and Customer Relationship Management and to analyze the client satisfaction in the company ESSOX s. r. o. In the end I suggest specific recommendations to improve the quality of provided services.
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Business and marketing strategy of distribution company ControlTech Ltd. on domestic and foreign markets
Kolda, David ; Pavlík, Zdeněk (advisor) ; Sobíšek, Lukáš (referee)
This thesis deals with the business and the marketing strategy of the company ControlTech Ltd. for domestic and foreign markets. ControlTech Ltd. distributes products for the industrial automation of the American Rockwell Automation Company. The main goal of this thesis is to analyze and evaluate the business and marketing strategy which the company uses in its work. The main aspiration is to describe the cooperation between the supplier and distributor. The theoretical aspect of this work is devoted to the marketing of industrial companies and the issues of entering international markets. The practical part deals with the objectives of the work and using SWOT analyses to evaluate all internal and external factors that may affect the company's future development.
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