The importance of building longterm relationship with customers has raisen very quickly in companies last years. One of very strong marketing tool is loyalty programme, main topic of thesis, which is used in different parts of business all over the world and experience boom in Czech and Slovak republic these days. Thesis explains theoretical aspects of loyalty, satisfaction and value of customer, and all important components of loyalty programme. Thesis concerns also different types of programmes which are used in retail companies in Czech and Slovak republic. As an example thesis provides detail description of implementation of loyalty club of key player on both domestic and world retail market and his pilot program in Slovakia. Aim of the work is to evaluate the use of loyalty programmes in Czech and Slovak republic, their benefits, disadvantages and success from both side - company and customer. Thesis containts also suggestions and recommendations how to create efficient loyalty programme, as well as own marketing research on customers of analyzed company.

Diploma thesis deals with the topic of studying loyalty program which is considered as a tool of maintaining and increasing customer loyalty of chosen target group to food chain stores in Slovakia. The target group includes women aged more than 15. The thesis is divided into theoretical and practical part. Theoretical part defines loyalty, loyalty program and its related concepts. Research methodology consisting of qualitative and quantitative components is described in this part as well. Practical part is focused on analysis and evaluation of information obtained from in-depth interviews and questionnaire survey. Aim of the thesis is to find out whether loyalty program influences customer loyalty of the target group in a significant way. Loyalty program Tesco Club Card is used as a representative example. Another objective is to determine what type of loyalty programs consumers prefer.

The diploma thesis deals with the proposal of changes to the loyalty program of a selected company. The subject of the diploma thesis is the Intimissimi brand focused on the Czech and Slovak market. Proposals of changes are based on the analysis of the current state of company. The partial goal is to streamline the existing loyalty program and increase customer satisfaction of the Intimissimi brand.

Background: Digital loyalty programs collect extensive personal data, but literature has so far neglected the aspect of privacy concerns within the programs. The privacy paradox denotes the contradictory behavior amongst consumers stating privacy risk beliefs and actual behavior. Existing literature is calling for a dual perspective of the privacy paradox and digital loyalty programs to find the underlying reasons for the contradictory behavior. Purpose: The purpose of this study was to explore (1) if and when privacy concerns existed in digital loyalty programs and (2) why consumers overruled their privacy concerns in digital loyalty programs. Method: A qualitative method with 18 semi-structured interviews were conducted through a non-probability purposive sampling of consumers within digital loyalty programs. The findings were then analyzed through a thematic analysis to finally construct a model based upon the given research purpose.  Conclusion: The findings suggest that consumers experience privacy concerns in digital loyalty programs from external exposure to privacy breaches and when consumers felt their mental construct of terms and conditions were violated. Four themes were found to influence why consumers overrule their privacy concerns and share personal data with digital loyalty programs, relating to cognitive biases, value of rewards received, and digital trust for the program provider. The findings were synthesized into a model illustrating the consumer assessment of personal data sharing in digital loyalty programs and the interconnection between the influences.

<p>Over the last couple of years the airline business has gone through some turbulent changes, which has meant that customer loyalty has been affected. It’s no longer certain how or why customers are loyal to an airline, although the companies now use more and more complicated loyalty programs to keep their customers.</p><p>The purpose of this essay has therefore been to examine what makes customers loyal to a service business, and what is the extent of their loyalty.</p><p>To be able to answer these questions, a survey about costumers loyalty were accomplished. The results we received show that availability is the most significant issue for customers of SAS, and satisfaction is the minimum requirement for the customer. But to be able to attract loyal customers the airline has to offer them more.</p> / <p>Flygbranschen har de senaste åren gått igenom en hel del turbulenta förändringar, vilket har gjort att kundernas lojalitet till flygbolagen har satts på prov. Det är inte längre självklart hur och varför kunder är lojala till ett flygbolag. Trots det använder sig företagen av mer och mer invecklade lojalitetsprogram för att binda sina kunder.</p><p>Syftet med denna uppsats har därför varit att undersöka varför och vad som gör kunder lojala till ett tjänsteföretag, samt på vilken nivå deras lojalitet ligger.</p><p>För att kunna besvara problemet har SAS kunder tillfrågats angående kundlojalitet i en enkätundersökning. Resultatet vi fick fram var att kunderna överlag är mycket lojala där tillgängligheten är den styrande faktorn. Vi har även konstaterat att fenomenet nöjda kunder alltmer har blivit en norm inom flygbranschen. I dagsläget måste därför flygbolagen kunna erbjuda sina kunder något extra för att bibehålla deras lojalitet.</p>

Title: Short-term loyalty program at the filling station OMV Czech republic Goals: In general terms to present loyalty programs, which have become a necessary part of many companies in the last years. These companies struggle with the competitors, they try to keep their customers and also to get new ones. The goal is to clarify making of the loyalty program and describe the steps and methods which are associated with the creation together with the introduction of loyalty programs. Another aim of this thesis is to introduce OMV company and its short-term loyalty program, which was taking place at the OMV Czech republic filling station at the turn of year 2012 and 2013. Based on the interviews and SWOT analysis certain improvements have been proposed. Method: For the theoretical background were used studies of specialized literature from marketing and economics. For the final recommendation were used method interview and SWOT analysis. Results: We have introduced the important procedures and methods which are used in creating of loyalty programs. Subsequently, we have analyzed specific loyalty program LIORA, in which we have found several positive and negative aspects. We have also approached the possible threats, which may arise during similar activities. All these knowledge can be applied to the...

This thesis analyzes the current situation of the market in the South Moravian region in the field of purchase and processing of metal scrap. The first part is focused on the necessary theoretical background. The second part presents a TSR Czech Republic, Ltd. and the analysis of general and professional environment with the emphasis on competition. The result of the work activities are suggestions for getting new customers and the establishment of a new market, where the company last year built a new strategic scrap yard.

The purpose of this study was to explore the efficacy of using loyalty programs on sport fans’ relationship quality and fan engagement toward sport organizations. This study also sought to explore which relationship quality and fan engagement factors potentially differed as a result of using loyalty programs. Since there are two major defined sport levels, differences were explored across niche and mainstream sport organizations. Using relationship marketing as the theoretical framework, participants (n = 678) were administered a 55-item instrument that included revised relationship quality and fan engagement scales. Quantitative data were used to run confirmatory factor analyses, analyses of covariance, and multivariate analyses of covariance. Results first showed that significant differences existed between mainstream sport fans that have access to a loyalty program and mainstream sport fans that do not have access to a loyalty program. Mainstream sport fans that have access to a loyalty program had higher identification and reciprocity. Mainstream sport fans that do not have access to a loyalty program were found to have higher overall fan engagement, commitment, intimacy, and performance tolerance. Results also showed differences between niche sport fans that have access to a loyalty program and mainstream sport fans that have access to a loyalty program. Mainstream sport fans that have access to a loyalty program were divided into two groups (simple or complex) based on the design of the loyalty programs. Niche sport fans that have access to a loyalty program were found to have higher overall relationship quality, trust, intimacy, management cooperation, and performance tolerance. The findings provide an introduction in to the possibility that loyalty programs could be effective for increasing relationship quality for both niche and mainstream sport organizations. Moreover, for niche sport organizations that have access to fewer resources, it is encouraging that the use of a loyalty program appears to have the capabilities to build stronger relationships and engagement. These results provide several implications for sport organizations and sport marketers and serve as a foundation for which future research on loyalty programs can build.

Over the last couple of years the airline business has gone through some turbulent changes, which has meant that customer loyalty has been affected. It’s no longer certain how or why customers are loyal to an airline, although the companies now use more and more complicated loyalty programs to keep their customers. The purpose of this essay has therefore been to examine what makes customers loyal to a service business, and what is the extent of their loyalty. To be able to answer these questions, a survey about costumers loyalty were accomplished. The results we received show that availability is the most significant issue for customers of SAS, and satisfaction is the minimum requirement for the customer. But to be able to attract loyal customers the airline has to offer them more. / Flygbranschen har de senaste åren gått igenom en hel del turbulenta förändringar, vilket har gjort att kundernas lojalitet till flygbolagen har satts på prov. Det är inte längre självklart hur och varför kunder är lojala till ett flygbolag. Trots det använder sig företagen av mer och mer invecklade lojalitetsprogram för att binda sina kunder. Syftet med denna uppsats har därför varit att undersöka varför och vad som gör kunder lojala till ett tjänsteföretag, samt på vilken nivå deras lojalitet ligger. För att kunna besvara problemet har SAS kunder tillfrågats angående kundlojalitet i en enkätundersökning. Resultatet vi fick fram var att kunderna överlag är mycket lojala där tillgängligheten är den styrande faktorn. Vi har även konstaterat att fenomenet nöjda kunder alltmer har blivit en norm inom flygbranschen. I dagsläget måste därför flygbolagen kunna erbjuda sina kunder något extra för att bibehålla deras lojalitet.

Lojalitetsprogram är en slags medlemsklubb där medlemmar får ta del av olika belöningar ochförmåner. Programmen kan vara ett bra hjälpmedel för företag att skaffa lojala, återkommandekunder, men det kan även vara kostsamt vid okunskap. Huvuduppgiften med programmen är attskapa en relation med gästen för att få den att återkomma, då det visat sig att lojala kunder ökarlönsamheten. Det har även visat sig att en CRM-strategi kan underlätta skapandet avkundlojalitet och lönsamhet.Syftet med uppsatsen var att redogöra och diskutera vad som påverkar ett lojalitetsprogramslönsamhet.Uppsatsen grundades i fem vetenskapliga artiklar som granskades, bearbetades ochsammanfattades utifrån uppsatsens syfte. Resultatet tog upp vikten av kundlojalitet för att skapalönsamhet inom hospitalitybranschen samt lojalitetsprogrammens effektivitet. Från artiklarnaframkom det att lojalitetsprogrammets utformning och belöningssystem hade stor betydelse förom en gäst blir lojal eller inte. Relationen som utvecklades mellan företag och gäst var även deten betydelsefull del i skapandet av lojalitet. Senare diskuterades huruvida lojalitetsprogram varen säker väg till kundlojalitet eller inte utifrån de olika faktorerna som tidigare nämndes.Sammanfattningsvis var en välstrukturerad CRM-strategi med kunskap om programmetsstruktur, belöningssystem och gemenskap viktigt vid skapandet av ett effektivt och lönsamtlojalitetsprogram. / B-uppsatser