The diploma thesis analyzes the loyalty program at Next PK Ltd. and is focused on research of the loyalty program of this company. Its aim is to analyze the loyalty program and its perception by the loyalty customers. The thesis is divided into six parts -- an introduction, a part about Next PK s.r.o., a theoretical part, a methodological part, a practical part and a conclusion. The theoretical part consists of characteristic of satisfaction, loyalty and loyalty programs. The methodology section describes the method of investigation and also the methodology for evaluating the research. The practical part consists of a survey among loyalty customers in Next where the goal is to analyze the customers' satisfaction or dissatisfaction. The conclusion contains a summary of the investigation and recommendations regarding functioning of the loyalty program Next.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193220 |
| Date | January 2014 |
| Creators | Glaserová, Monika |
| Contributors | Tahal, Radek, Papoušková, Šárka |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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