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Loyalty programs as a CRM tool used by airline
 Demčáková, Vanda ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
This bachelors thesis Loyalty programs as a CRM tool used by airline describes the importance of Customer Relationship Management in todays competitive market and explains basic concepts of a relationship between organization and customers, such as customer value, satisfaction and loyalty. In the practical part is the knowledge from theoretical part applied on the specific airline. The practical part presents an assessment and evaluation of the loyalty program OK Plus Partner. To carry out this practical part, a survey about satisfaction is used. Results of the questionnaire are analyzed and based on them, some recommendations for possible changes are made.
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