Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-05-07T12:57:04Z No. of bitstreams: 1 Renata de Fátima Fortes Bueno.pdf: 3005279 bytes, checksum: 76b742d91d1490e8e52e003d4111617f (MD5) / Made available in DSpace on 2018-05-07T12:57:04Z (GMT). No. of bitstreams: 1 Renata de Fátima Fortes Bueno.pdf: 3005279 bytes, checksum: 76b742d91d1490e8e52e003d4111617f (MD5) Previous issue date: 2018-03-15 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This research is aimed at understanding the motivations that an heir has for their own career and also understanding how family relations could influence their choices, seeking to analyze the benefits as a tool from the narrative practice: "Professional Tree of life of an Heir”, as a set to express feelings, and complementing traditionally techniques once used in the process of career’s orientation. This qualitative research was accomplished working with eighteen heirs, through semi-structured interview and a genogram. It was complemented with the acceptance documents of six of these eighteen heirs to experience the tool the tree of life. To analyze the results, we proceeded by using techniques of triangulation in order to deepen and enrich the information collected. The relationship between heir and family was understood according to a systemic view taking into account the construction of the heir's personal and professional identity through the process of differentiation as well as family loyalties. The results showed how beliefs, values and family references are fundamentally recognized in the construction of personal skills, professional choices and future projections, taken from the Heir's Professional Tree of Life. They also showed how the differentiation process with the original family and feelings of loyalty had interfered with the professional choices inside the family’s business. These results strengthen our belief that giving voice to an heir is invaluable, as the Heir's Professional Tree of Life also is to this research. (Apoio Capes) / Esta pesquisa teve como objetivo compreender o olhar e as motivações que o herdeiro tem sobre sua própria carreira e como as relações familiares influenciam a sua escolha, buscando analisar os benefícios da utilização da ferramenta advinda da prática narrativa: Árvore da vida profissional do herdeiro, como espaço de expressão dos sentimentos, complementando as técnicas tradicionalmente usadas no processo de orientação de carreira. Tratou-se de uma pesquisa qualitativa realizada com 18 herdeiros, por meio de uma pesquisa semiestruturada, genograma e complementada com o aceite de seis desses 18 herdeiros para vivenciarem a ferramenta da árvore da vida. Para análise dos resultados, procedeu-se a triangulação das técnicas utilizadas visando a um aprofundamento e enriquecimento das informações coletadas. As relações herdeiro–família foram compreendidas de acordo com uma visão sistêmica, levando em consideração sobretudo a construção da identidade pessoal e profissional do herdeiro por meio do processo de diferenciação bem como das lealdades familiares. Os resultados mostraram ainda como as crenças, valores, referências familiares são reconhecidas como fundamentais na construção das competências pessoais, nas escolhas profissionais e projeções para o futuro, oferecidas mais especificamente pela Árvore da vida profissional do herdeiro. Mostraram também o quanto o processo de diferenciação da família de origem e o sentimento de lealdade pesam nas escolhas profissionais em uma família empresária. Tais resultados fortalecem nossa crença da necessidade de dar voz ao herdeiro e de que a Árvore da vida profissional do herdeiro é uma ferramenta valiosa para favorecer essa tarefa. (Apoio Capes)

Le premier secret de famille cité par les personnes interrogées par questionnaire est celui de la filiation. Les personnes nées dans le secret (ou nées sous X) sont destinataires d'un secret imposé par la législation, celui de leurs origines biologiques. Si de surcroît, cette adoption leur a été cachée par leur famille, comme c'est le cas des personnes rencontrées dans le cadre de cette recherche, la conséquence en est une souffrance d'autant plus violente que la révélation aura été tardive. Les loyautés familiales contraignent les membres à répéter événements familiaux et les contraignent à payer les fautes de leurs ancêtres. La famille vit enfermée dans un mythe familial qui prescrit les lois et règles à respecter.Aussi, après la révélation, la personne destinataire du secret va refuser ces lois et règles ; elle va être marginalisée par sa famille et le dialogue, voire toutes relations avec sa famille, seront rompus. Ainsi, elle s'est libérée des lois et règles prescrites par le mythe familial et de toute forme de loyauté vis-à-vis de sa famille. Cette exclusion va lui permettre de se socialiser. En effet, dans notre société, la transparence est le fer de lance et "l'extimité" est prônée. Le secret ne s'y oppose pas mais les complémente et la validation du secret est un soutien à la socialisation pour la personne / The first family secret quoted by the people questioned by questionnaire is that of filiation. The people born in the secret (or born under X*) are recipients of a secret imposed by legislation, that of their biological origins. If in addition, this adoption was hidden from them by their family, as is the case of the people met in the context of this research, the consequence is a all the more violent in terms of suffering as the revelation will have been late. Family loyalty forces members to repeat family events and forces them to pay for the faults of their ancestors. The family lives lockecl up in family myth which prescribes the laws and rules to be respected. And so, after the revelation, the person recipient of the secret will refuse these laws and rules ; he or she will be marginalized by his or her family and dialogue, or even all relations with his or her family, will be broken. Thus, he or she was released from the laws and rules prescribed by family myth and from any form of loyalty with respect to his or her family. This exclusion will enable him or her to become sociable. Indeed, in our society, this transparency is triumphed and "extimity" is applauded. Secrets are not opposed to this but are complimentary and the valid ation of the secret is a support for the socialization of the person