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Návrh marketingových opatření na podporu věrnosti zákazníků vybrané prodejny
Jirglová, Anna
Jirglová, Anna. The suggestion of marketing measures for increasing customers loyalty in selected store. Bachelor thesis. Brno: Mendel University in Brno, 2023. This bachelor thesis deals with the issue of customer loyalty in in the drugstore market. The aim of the thesis is to suggest marketing measures that should help selected drugstore to retain existing customers and at the same time bring in new ones to increase sales. To meet the objective, in-depth interviews with customers (n = 10) were conducted, followed by a questionnaire survey (n = 107) to determine customers' purchasing preferences for drugstore merchandise and to assess their current satisfaction with the selected store. It was found that customers are not satisfied with the range of cosmetic goods in the store, which they most often purchase from specialist drugstores. The store was advised to focus on expanding its product range in this category, while focusing on more active communication with customers through social media and a loyalty programme.
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Identifikace faktorů ovlivňující věrnost zákazníku k maloobchodům s potravinami v ČR.
Skokanová, Irena
This bachelor thesis is focused on identification of factors affecting customer loyalty while grocery shopping in retail stores in the Czech Republic. It is based on the survey that identifies customers of individual retails, identifies their preferences while choosing a prefered shopping place and provide state-ments regarding to their loyalty to chosen retailers. Conclusion of the work brings a summary of results and formulates suggestions for improvement of customer loyalty.
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Tools for deepening customer loyalty in the banking sector
Svobodová, Zdeňka ; Postler, Milan (advisor) ; Vostrý, Jaromír (referee)
This diploma thesis deals with loyalty and tools which could deepen the loyalty of customers. The thesis provides theoretical background of the theme and outlines essence of the customer loyalty for consequent proposition of tools for its creation. At the beginning of this thesis the conception of loyalty is supported by basic facts of marketing theory, e.g. marketing communication, marketing mix and brand. The thesis continues with essence of loyalty, aspects of loyalty, its drivers, possibilities of satisfaction and loyalty meassurement and effects of loyalty with focus on banking sector. Further this part defines the banking sector, specifics of banking product and developement trends in banking. Partially the influence of current economical crisis on customer loyalty is taken into account. Practical part is focused on description and practical examples of each tool which extends customer loyalty to bank institution in Czech republic and abroad as well. Tools are divided by marketing mix elements according to prevalent characteristics corresponding with the given element. Next are mentioned suggestions to proposition of new loyalty program. The thesis set 3 possible ways of future developement of customer loyalty creation.These ways are focus on simple program resembling to sales promotion, complex program creating real customer loyalty and focus on soft elements (e.g. service quality and pleasant surrounding). At the conclusion is given recommendation for future developement of customer loyalty creation in Česká spořitelna.
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