Vliv Clubcard na nákupní chování zákazníků

This bachelor’s thesis focuses on the impact of the Tesco Clubcard loyalty program on customer purchasing behavior in the Czech Republic. The aim of the thesis is to determine how the program influences purchase frequency, spending levels, making decisions during shopping, and customer’s impulsive buying behavior. The research was conducted using a combination of survey and qualitive interviews with Tesco employees. The collected data were processed using descriptive statistics and comparative analysis. The results show that the program has a significant impact primarily on customer decision making and supports impulsive purchases, especially in connection with price discounts. On the other hand, its impact on the overall level of spending is not strongly perceived by customers. At the same time, it was found that the use of the program does not automatically lead to Tesco being the primary choice for customers. Based on the results, recommendations are proposed focusing on strengthening price benefits, simplifying the mobile application, and further developing personalization.