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.

Background: The prevalence of loyalty programs used to attract and keep customers loyal to the company by making return purchases has increased in the marketing strategy used by more and more companies. It is in the nature of a wide variety of loyalty programs to offer consumers benefits in the future causing a liability for the offering business. According to IFRS 15 loyalty programs should be evaluated and presented in the company's financial statements to their fair value of financial commitment to its customers. Purpose: This study's purpose is to describe how and to what extent Swedish companies, that is required to use IFRS 15 in their accounting, reports on their loyalty programs in the annual report. In addition, the purpose is also to analyze and understand why Swedish companies report as they do and to analyze how the new accounting standard IFRS 15 has affected companies ́ yearly reports. Method: With detailed analysis of 14 company’s annual reports; 2 owned by the Swedishgovernment, 10 public trade companies and 2 former traded companies, and further detailed interviews with 4 out of these companies this study has obtained a wide understanding of how loyalty programs are disclosed in financial reports in a Swedish context. This study uses a qualitative method. Theoretical framework: This study bases its theoretical reference from the stakeholder theory, financial disclosure theory and Swedish regulations, this study explores IFRS 15 and loyalty programmes and the disclosure requirement in this accounting standard. Findings: The international accounting standard IFRS 15 clashes to some extent with Swedish accounting principles, which means that Swedish limited companies, for various reasons, choose not to provide more information about the loyalty program than they do. Among other things, companies have listened to auditors' guidelines on what needs to be reported, with reference to Swedish accounting principles, and also to some extent created their own practice when they choose to report equally to their competitors. From the majority of surveyed companies' financial reports, it is not possible for stakeholders to deduce how valuation took place, nor what risks the loyalty program may entail. The study has shown that the more extensive and complex loyalty program the company uses, the more assessments and assumptions in valuation that can be difficult to get accurate. By presenting a valuation model, companies could reduce the information gap between company management and the company's stakeholders, thus also reducing risks.The debt linked to the loyalty program can amount to large sums in relation to the company's results. At the same time, more and more companies are choosing to use loyalty programs and those companies that are already using loyalty programs expect them to grow. This means that the reporting of loyalty programs and the information companies choose to provide about these is becoming increasingly important. / Bakgrund: Utbredningen av lojalitetsprogram i företags affärsplan blir ett vanligare och av vanligare inslag i marknadsstrategier. Lojalitetsprogram används för att bygga relationer till kunder, skapa lojalitet och merförsäljning. Det ligger i många lojalitetsprogram natur att företaget utlovar framtida förpliktelser till sina kunder. I redovisningen uppstår således en skuld. Med anledning av att IFRS 15 blev efterträdaren till tidigare redovisningsstandard IFRIC 13 ska värdering av denna lojalitetsskuld värderas efter IFRS 15 femstegsmodell och särskilda upplysningar ska lämnas, företagen har en så kallad upplysningsplikt. Syfte: Syftet är dels att beskriva hur och i vilken omfattning svenska aktiebolag, som ska redovisa i enlighet med IFRS 15, redovisar sina lojalitetsprogram i årsredovisningen. Utöver det är syftet även att analysera och förstå varför svenska aktiebolag redovisar som de gör samt analysera om i kraft trädandet av den nya redovisningsstandarden IFRS 15 påverkat företagens redovisning. Metod: Med detaljerad analys av 14 företags årsredovisningar; 2 som ägs av den svenska staten, 10 börsnoterade och 2 tidigare börsnoterade och ytterligare detaljerade intervjuer med fyra av dessa företag har denna studie fått en bred förståelse för hur lojalitetsprogram redovisas i finansiella rapporter ur ett svenskt perspektiv. Därmed utgår studien från en kvalitativ metod. Teoretisk referensram: Denna studie baserar sin teoretiska referens från intressentteorin, teori om finansiell information och svenska redovisningslagar och den här studien undersöker lojalitetsprogram och upplysningsplikten efter IFRS 15 som redovisningsstandard. Slutsats: Den internationella redovisningsstandarden IFRS 15 krockar till viss del med svenska redovisningsprinciper vilket gör att svenska aktiebolag, av olika anledningar, väljer att inte lämna mer information kring lojalitetsprogrammet än vad de gör. Företag har bland annat visat sig lyssna på revisorers riktlinjer kring vad som behöver redovisas, med hänvisning till svenska redovisningsprinciper, och även till viss del skapat en egen praxis då de väljer att redovisa jämlikt sina konkurrenter. Ur majoriteten av undersökta företags finansiella rapporter är det inte möjligt för intressenter att utläsa hur värdering gått till och inte heller vilka risker lojalitetsprogrammet kan innebära. Det har i studien visat sig att ju mer omfattande och komplext lojalitetsprogram företaget använder sig av, desto fler bedömningar och antaganden vid värdering som kan vara svåra att få precisa. Genom att redovisa en värderingsmodell skulle företagen kunna minskainformationsgapet mellan företagsledningen och företagets intressenter, på så sätt även minska riskerna. Skulden kopplat till lojalitetsprogrammet kan utgöra stora summor i förhållande till företagets resultat. Samtidigt är det allt fler företag som väljer att använda sig av lojalitetsprogram och de företag som redan använder sig av lojalitetsprogram, förväntar sig att de ska växa. Detta medför att redovisningen av lojalitetsprogram och de upplysningar företagen väljer att lämna kring dessa blir av allt större betydelse.

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.

Utmaningarna med att befinna sig i en ständigt föränderlig bransch som mode- och textilindustrin har visat sig vara stora. Konkurrensen företag emellan ökar och kunder har därmed blivit allt mindre lojala till enskilda varumärken. För att bibehålla företagets konkurrensfördelar har strategier utvecklats för upprätthålla kundens lojalitet gentemot varumärket, bland annat i form av lojalitetsprogram. Tidigare forskning visar emellertid på inkonsekventa bevis kring hur effektiva dessa program faktiskt är och huruvida de leder till ökad kundlojalitet. Problemet har sin grund i att det finns en utbredd kunskapsbrist bland företag gällande hur man utformar ett väl fungerande lojalitetsprogram. Syftet med uppsatsen är att undersöka hur detaljhandelsföretag som säljer textila produkter på den svenska marknaden kan utforma sina lojalitetsprogram för att främja kundlojalitet. Fokus ligger på medelstora till stora företag och hur de arbetar med öppna respektive stängda lojalitetsprogram samt hur de kan använda sig utav monetära och icke-monetära förmåner inom programmet. Vidare avser uppsatsen att få en inblick i de möjligheter och begränsningar dessa företag ser med avgiftsbaserade lojalitetsprogram. För att besvara frågeställningarna tillämpas en kombination av kvalitativ och kvantitativ forskning i form av en innehållsanalys och semistrukturerade intervjuer.   Resultatet visar att en öppen struktur kan vara lätt att implementera vid uppstarten av ett lojalitetsprogram. Men för att främja kundlojalitet och långsiktigt bygga relationer skulle ett stängt lojalitetsprogram kunna uppfattas som ett bättre alternativ. När det kommer till förmåner är icke-monetära förmåner bättre i avseendet att skapa en närmare relation till kunden och monetära förmåner positivt i den bemärkelsen att de resulterar i ett köp. En balans mellan dessa skulle därmed kunna resultera i en sann lojalitet gentemot varumärket. Företag ser flertalet möjligheter och begränsningar med att implementera en medlemsavgift. Till exempel tror de att avgifter skulle generera färre medlemmar. Men samtidigt finns det en tro bland företagen om att dessa medlemmar skulle bli mer lojala om de betalat för sitt medlemskap. / The challenges of operating within a constantly changing sector as the fashion and textile industry have proven to be extensive. Competitiveness between companies are increasing and customers have thus become less loyal to individual brands. In order to maintain the company’s competitive advantage strategies have been developed to keep customers loyal to the specific brand, often in the form of loyalty programs. However, previous research shows inconsistent evidence about the effectiveness of these programs and whether they actually lead to increased customer loyalty. The problem is based on the fact that there is a widespread lack of knowledge among companies regarding how to design a well-functioning loyalty program. Therefore, the purpose of this study is to investigate how retailers selling textile products on the Swedish market can design their loyalty programs to increase customer loyalty. Focus will be on medium to large companies and how they can work with open and closed loyalty programs as well as how they can make use of monetary and non- monetary rewards within the program. Furthermore, the study wishes to gain insight into the opportunities and limitations these companies recognize with fee-based loyalty programs. In order to answer the research questions, a combination of qualitative and quantitative research has been conducted in terms of a content analysis and semi structured interviews.   The study implies that an open structure can be easy to implement when launching a loyalty program. But in order to increase customer loyalty and build long-term relationships, a closed loyalty program could be perceived as a better option. When it comes to rewards, nonmonetary rewards are better in the sense of creating a closer relationship with the customer whilst monetary rewards often results in a completed purchase. A balance between these types of rewards could thus lead to true loyalty towards a brand. The companies acknowledge both possibilities and limitations in terms of implementing a membership fee. For example, they believe that incorporating fees would generate fewer members within the loyalty program. But at the same time there is a belief amongst the companies that the customers would become more loyal if they pay for their membership.

In this paper I have examined what main factors that a loyalty program should include to make customers interested and engaged in a loyalty program, and to enhance their emotional loyalty towards a brand. A qualitative method was used to study the topic through interviews with four focus groups. The data from the focus groups was analyzed together with Magids theory about high impact motivators to reach emotional loyalty. The result of the paper showed that to make customers interested to be a member in a loyalty program it has to give them good financial benefits and rewards. However, to reach the emotional loyalty through a loyalty program the most important motivators were the non-financial rewards, rather than the financial rewards. To reach emotional loyalty the loyalty program had to be more personally designed, stand out, have exclusive membership benefits, create excitement for the customers and show ethical commitment.

The main goal of this diploma thesis is to analyse the customer satisfaction with the loyalty program Active beauty and to propose some improvement suggestions. The theoretical part is focused on the issue of the customer care, customer satisfaction and loyalty. In the following part is described the situation in the retail market and chemist's market in the Czech Republic. Subsequently is introduced the loyalty program Active beauty and evaluated results of the research.

Zavedení informačního systému pro obchod This thesis deals with the selection of the information system and compare sets of software solutions covering different areas versus implementation of ERP. Thesis brings process and the election of a comprehensive e-business solutions, accounting software, loyalty program, customer care and storage software for small stores. The first part focuses on the definition of basic concepts such as information systems, ERP and other important concepts necessary for this work. This part of thesis continues to describe information needs, collect and catalog of requirements for small stores. In the last chapters of the first part of the thesis conditions and specific areas of expertise, which is important for companies and the subsequent assessment of economic return. The second part is practically focused on store (boutique) Gentleport and online store www.gentleport.cz. The method of analysis of documents, observation and interviews with management defines the expected reality, needs analysis and requirements for trade. This section is also devoted attention to the description of appropriate systems - a set of independent software compared to implementation of ERP. The third part focuses on the selection of a supplier that meets the requirements of an information system for online store and store Gentleport. The final part focuses on the evaluation of the chosen solution. This section confirms or refutes the hypothesis given at the beginning.

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 master’s thesis is proposal of loyalty program of food reailer, which should serve as a tool for building relationship with the costumers and potential for creating competitive advantage. In order to program be best used by the company, should serve an analysis of current situation in the company, then also present loyalty program analyses and analyses of needs and wisch of company’s costumers, as well as researching loyalty programs in other companies in Czech Republic and foreign countries. Klíčová slova

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.