This diploma thesis presents creation and implementation integrated loyalty program suitable for system of small and medium enterprises that sell wine in Czech market. Overview of the issues related CRM, customer loyalty, customer value and especially customer loyalty programs is mentioned in the first part this thesis. The second part includes analysis of the situation of loyalty programs in sell of wine in South Moravia region, analysis of requirements retailers and customers for this loyalty programs, quantification of customer value, quantification of loyalty factors and creation and implementation integrated loyalty program. The work also includes economic quantification of the whole project.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:177049 |
| Date | January 2014 |
| Creators | Lakomá, Martina |
| 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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