A topic of this thesis is an analysis of customer preferences in relation to products and services of the company REX Controls s.r.o. that focuses mainly on industrial automation and control systems. The goal of this thesis is to find preferred attributes when acquiring a control system and determine a level of customer satisfaction and loyalty. Product attributes are determined by conducting semi-structured interviews. Analysis of customer preferences is based on a consumer research. Within the survey are involved two groups of experts on automation and regulation. Evaluation of the collected data is performed by using statistical tools. The results of the analysis and formulated recommendations for the company, which could help to achieve its objectives, are discussed in the conclusion part.

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.

Niche banks emerged from deregulation of the financial market and from the increasing distrust of the established banking oligopoly in Sweden. From its establishment, niche banks narrowed their scope and targeted certain profitable segments of the banking market. The proliferation of the technological development of Customer Relationship Management (CRM) enables banks to collect information and gain more control over its customer base. To create meaningful relationships and retain customers, niche banks reaches out through the convenience of both online and offline channels to provide their products and services. With the support of two Swedish niche banks, namely Länsförsäkringar Bank and ICA Bank, the objective of this study is to understand how Swedish niche banks operate their CRM strategies and how they retain customers across channels. A mixture of deductive and inductive approaches has been used in handling our data. The empirical data collected from interviews was analysed together with secondary data to fulfil our research purpose. The result from this thesis illuminates that there are contrasting views of how CRM systems are used practically within the chosen niche banks. LF Bank’s CRM system falls back on the human factor rather than the technological advancement, while ICA Bank utilizes their CRM as a digital fundament in customer building.

隨著台灣消費者智慧型手機使用時間的拉長，手機遊戲產業也隨之快速成長，而本研究欲探討消費者對手機遊戲之忠誠度的影響因素，換言之，哪些因素會影響消費者持續使用手機遊戲的意願。 　　本研究參考過去的文獻資料，並引用邱志聖(2014)策略行銷分析理論，整理出十二項影響因子：「人機互動」、「社交互動」、「實用主義結果期望」、「享樂主義結果期望」、「信任」、「同儕影響」、「使用知識的專屬資產」、「心理層面的認同」、「感知結合型社會資本」、「感知橋接型社會資本」、「流暢經驗」與「態度」，探討各個因子是否對消費者忠誠度有所影響。而研究結果顯示，消費者在人機互動和社交互動皆對流暢經驗有顯著且正面的影響，而享樂主義結果期望、信任、使用知識的專屬資產和心理層面的認同皆對態度有顯著且正面的影響，然感知結合型社會資本對態度的結果顯著但呈現負向關係。而流暢經驗、實用主義結果期望、同儕影響和感知橋接型社會資本對態度的影響因結果不顯著，因此無法有效推論這五個構面的假設。而態度、同儕影響、使用知識的專屬資產和心理層面的認同皆對忠誠度有顯著且正面的影響。然流暢經驗、信任、感知結合型社會資本和感知橋接型社會資本對忠誠度的影響因結果不顯著，因此無法有效推論這四個構面的假設。 　　本研究亦進一步闡述研究結論背後的行銷意涵，廠商可根據此建議而調整自己未來的行銷策略，進而達到提高消費者忠誠度之目標。 / With the usage time extension of smartphones in Taiwan, mobile gaming industry will grow rapidly. This study wants to explore factors influencing consumer loyalty of mobile games. In other words, this study would reveal factors which affect consumers to continue to use mobile games. Referring to the past literatures and citing the 4C Exchange Cost Theory, this study sorts out 12 factors: Human-Computer Interaction, Social Interaction, Utilitarian Outcome Expectations, Hedonic Outcome Expectations, Trust, Peer Influence, Exclusive Asset of Use Knowledge, Psychological Identity, Perceived Bonding Social Capital, Perceived Bridging Social Capital, Flow Experience and Attitude. According to the research result, both Human-Computer Interaction and Social Interaction have a significant and positive impact on Flow Experience. Hedonic Outcome Expectations, Trust, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Attitude. But Perceived Bonding Social Capital has a significant and negative impact on Attitude. Flow Experience, Utilitarian Outcome Expectations, Peer Influence and Perceived Bridging Social Capital have no significant impact on Attitude. Furthermore, Attitude, Peer Influence, Exclusive Asset of Use Knowledge and Psychological Identity have a significant and positive impact on Loyalty. However, Flow Experience, Trust, Perceived Bonding Social Capital and Perceived Bridging Social Capital have no significant impact on Loyalty. This study also proposes the marketing implications behind the research findings. Manufacturers of mobile games can adjust their marketing strategies to achieve the goal of enhancing consumer loyalty in the future.

The content of this diploma thesis is the analysis of Vodafone CZ, Inc. as the company, which is customer-oriented in close connection to the scientific field, system dynamics. Work contains definitions of basic theoretical concepts in the field of system dynamics, and the area of customer, especially his satisfaction and loyalty. In following description of the selected company, its basic characteristics and selection processes within the organization. Separate chapter describes methodology for measuring customer satisfaction, the Net Promoter Score. Either theoretical definition, either its practical use in society. One process is processed and selected within an proces analysis. Specifically, the inspection process, which is essential and necessary for the processing of customer interaction. The final part is the elaboration and validation of hypotheses, set out to verify the connection or relationship between the studied areas and subsequent benefit to selected society.

The purpose of this paper is to assess consumer behavior in the airline industry from a perspective beyond the effects of price discrimination. First the consequences of dynamic pricing will be assessed before looking at the role of social media and offline social influences, consumer satisfaction and airline equilibrium networks and their effects on consumer loyalty. Final implications on aviation revenue management will be drawn.

M.Comm.

Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.

The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill.

The thesis is focused on the area of loyalty programme. Its aim is to analyse the loyalty programme of Ambiente restaurants called The Programme for Friends of Good Food and to compare it with the old method of rewarding customers that the company used to have before they launched the programme. The theoretical part of this thesis describes the position of loyalty programme in marketing and explains the basic terms as marketing and commercial communication, marketing mix, communication mix, sales promotion and its different forms. In connection with the loyalty programme, the terms as customer loyalty, satisfaction and value are explained. It is also described the customer relationship management and the ways how the loyalty programme can be measured. In practical part, there is an introduction of the Ambiente restaurants group and its previous method of rewarding customers and description of the new loyalty programme.