At present, a theme of loyalty programs is very popular. The valuable loyalty programs can be considered as some kind of competitive advantage that helps company to grow. However, business organization has to do its activities with regard to its customers. This Master thesis attempts to create a complex concept of loyalty program for clothing shops according to customers wishes. The results indicate that customers want loyalty program of clothing shops based on permanent discounts. The findings also suggest that even though people do not want to share personal data they are willing to exchange those data with companies for rewards when loyalty program benefits seems to be attractive to them. These finding have major implementation for marketing managers who want to build successful loyalty programs.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:359900 |
| Date | January 2017 |
| Creators | Topičová, Kristýna |
| Contributors | Procházková, Markéta, Špunarová, Monika |
| 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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