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Věrnostní program Air France-KLM a jeho komunikace / Frequent Flyer Program of Air France-KLM and its Communications

This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113199
Date January 2011
CreatorsGeorgievová, Jitka
ContributorsMikeš, Jiří, Štědroň, Bohumír
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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