<p><strong>Aim: </strong>The aim of this study is to investigate how retailer’s customer loyalty program can influence the channel power and what relationship between retailer with manufacturer can be created when channel power changes.</p><p> </p><p><strong>Method: </strong>A case study was adopted, and a qualitative research and face-to-face interview were used to collect the fundamental data.</p><p> </p><p><strong>Result & Conclusions</strong>: The results exhibit that the customer loyalty program implemented by retailer can increase its channel power (both in basic power and market power) and create a dominant relationship with high channel conflict with its manufacturer. Based on the research of the case company, I found a close relationship with cooperation and trust could be developed based on the customer loyalty program between retailer and manufacturer to create benefit for the both.</p><p><strong> </strong></p><p><strong>Suggestions for future research: </strong>Only adopted one case and one interview in the research is the main limitation. Additionally, the limited sample size limited the research in some generalizations. It is difficult to use only one case to represent the whole situation of the market. In the further, a larger sample size adopted in research can increases the reliability of researcher’s generalization.</p><p><strong> </strong></p><p><strong>Contribution of the thesis:</strong> The research discloses how retailer’s customer loyalty program can influence the channel power. The drawbacks of the dominant relationship which caused by channel power rising have been researched. How to develop close relationship and what benefit it can bring to retailer have also been investigated in the end.</p>

Aim: The aim of this study is to investigate how retailer’s customer loyalty program can influence the channel power and what relationship between retailer with manufacturer can be created when channel power changes.   Method: A case study was adopted, and a qualitative research and face-to-face interview were used to collect the fundamental data.   Result &amp; Conclusions: The results exhibit that the customer loyalty program implemented by retailer can increase its channel power (both in basic power and market power) and create a dominant relationship with high channel conflict with its manufacturer. Based on the research of the case company, I found a close relationship with cooperation and trust could be developed based on the customer loyalty program between retailer and manufacturer to create benefit for the both.   Suggestions for future research: Only adopted one case and one interview in the research is the main limitation. Additionally, the limited sample size limited the research in some generalizations. It is difficult to use only one case to represent the whole situation of the market. In the further, a larger sample size adopted in research can increases the reliability of researcher’s generalization.   Contribution of the thesis: The research discloses how retailer’s customer loyalty program can influence the channel power. The drawbacks of the dominant relationship which caused by channel power rising have been researched. How to develop close relationship and what benefit it can bring to retailer have also been investigated in the end.

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 diploma thesis has been prepared on the theme: The influence of the legislative environment governing the sale of pharmaceuticals in ČR - on the loyalty program of Pharmacy ALMA. In the first part was performed an analysis of the legislative environment. In another part of thesis the loyalty program was evaluated. Loyalty program was evaluated as a whole. Were also evaluated marketing events held in the Pharmacy ALMA during 2010 and 2011. The result of thesis was that the loyalty program is benefits for Pharmacy ALMA. The operation of a loyalty program is cost-effective for Pharmacy ALMA. Pharmacy should also carry out marketing campaigns because it has a positive effect on clients of pharmacy.

For fashion online stores loyal customers are as important as they are for traditional retail stores. Through a high amount of loyal customers a company can reduce operational costs and increase its overall profitability. Finally a company can gain more benefits from retaining existing customers instead of acquiring new ones. Therefore it has become more important to win customer share than market share. To figure out how loyalty can be created a company needs to occupy itself intensively with the concept of Customer Relationship Management. There exist different types of loyalty and not every customer can be turned into a loyal customer. The company has to enter into a relationship with its customers that has to grow like the courtship. At best case the bond will end up in a satisfied win-win relationship that contains benefits for both the customer and the company. The longer the relationship will last, the higher the customer value will get and the more the company can profit from it. The same rules and principles also count for the online business. Because of higher costs for attracting new customers, high competition in the market and highly demanding customers treating your existing customers well and turning them into loyal customers is the key to success. E-Loyalty drivers give the company an indicator about what generates e-loyalty for company’s website. Why does a customer return to a website and why does he stick to a certain online shop? One of the most crucial factors to create loyalty in an online business is trust. Only when a customer trusts the vendor he will hand out his personal data, will return to the vendor and will recommend the online shop to others. When it was taken a further look at how online shops tackle the question of loyalty it became clear that the customer is put in the centre. The online shops heavily attempt to keep up with the latest ecommerce trends in order to win over customers. Through Social Commerce the companies have totally new possibilities to interact with the customers and to gain customer insight. In this way it has become much easier to understand the customer and to respond to his individual needs and preferences in order to build up a relationship with him. / Program: Magisterutbildning i fashion management med inriktning modemarknadsföring

This master thesis deals with the topic of customer relationship management in a company, where one of the main objectives of this work was the proposal to implement a CRM system. Implementation of the CRM system was proposed for company (Union co-operative association) Co-op Ceske Budejovice.

This Master's thesis deals with entrepreneurial prospectus of Invia.cz, Ltd company. The aim of the thesis is to propose a motion of the customer loyalty programme for the clients of the travel agency. The objective of my thesis is to create a simple and attractive loyalty programme, which will contribute to the creation of long-term relationship between the company and its clients as well as to gaining and obtaining customers in the competitive environment.

The diploma thesis maps the theoretical starting points of the issue of customer relationship management. The practical part analyzes the current state of customer relationship management, marketing and business activities of the selected company. The analysis also focuses on the market for CRM systems, which then selects the most appropriate system for the company. It proposes its implementation, including a quantifying of benefits and costs.

Diplomová práce se zabývá problematikou analýzy spokojenosti zákazníků společnosti Deloitte Belgie. Srovnává teoretické poznatky s praktickými dovednostmi získanými během stáže ve společnosti Deloitte. Metoda osobního dotazování byla použita za účelem získání cenné zpětné vazby od klientů a k provedení analýzy spokojenosti zákazníků. Na základě vyhodnocení bylo identifikováno několik oblastí vyžadujících zdokonalení a navržena opatření vedoucí ke zlepšení zjišťování spokojenosti zákazníků a zvýšení stávající úrovně spokojenosti zákazníků.

The aim of the thesis is proposal of marketing plan of Horsefeathers trademark. The theoretical part deals with individual steps of marketing planning, this knowledge are based on specialized literature. In the practical part of thesis is described current situation in company and process analysis. At the end thesis presents proposal for improvements marketing plan based on gained theoretical knowledge.