Return to search

Vernostný program ako nástroj zvyšovania lojality zákazníkov / Loyalty program as a tool that increases customer loyalty

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.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193426
Date January 2014
CreatorsMrvová, Lívia
ContributorsTahal, Radek, Stříteský, Václav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageSlovak
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

Page generated in 0.0018 seconds