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National Repository of Grey Literature

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The Utilization of Loyalty Programmes in a Company Strategy Bógyiová, Csilla ; Šimberová, Iveta (referee) ; Chalupský, Vladimír (advisor) The diploma thesis deals with the analysis of a selected company Notino, s.r.o. which is a retail company selling perfumes and cosmetics in Europe. The analytical part analyzes in detail the company, its competitors and loyalty programs of competitors. Based on the theoretical and analytical part, a loyalty program is developed for the company with a comparison of costs and benefits of the program for the company. Also, the risks associated with the introduction of a loyalty program and suggestions on how to reduce their impact are summarized. Detailed record

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