Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72239 |
| Date | January 2011 |
| Creators | Lukáčová, Jana |
| Contributors | Chylíková, Hana, Stejskalová, Petra |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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