Diploma thesis is about loyalty concept of customer in brand research. Thesis is divided into 2 parts. First part is theoretical introduction into concept of brand loyalty - definition of main terms, analysis of loyalty concept, historical context, possible methods of measurement and chosen theoretical approaches of various authors. Follows overview of measurement methods used by chosen market research agencies for loyalty measurement in practice. Those methods are derived from given theoretical approaches. Practical part consists of own loyalty research by mostly used methods. There were 3 methods used - Loyalty method by Millward Brown, TRI*M used by Aisa agency and Net promoter score, that is often used by companies for "self made" loyalty research. The aim is to compare results of those 3 methods of loyalty measurement. The same sample of respondents was used - the same people in the same time with the same attitude to chosen brand. Results were compared to each other and enriched by several discussions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:336946 |
| Date | January 2014 |
| Creators | Laisková, Monika |
| Contributors | Remr, Jiří, Hendl, Jan |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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