Věrnostní programy jako nástroj pro řízení vztahů se zákazníky

This bachelor's degree thesis deals with customer relationship management and how it is supported through the use of loyalty programs. The theoretical part of the thesis begins with an assessment of the basic approaches taken in relationship to customer relationship management; a subsequent part deals with the issue of customer satisfaction and loyalty programs. The part of the thesis, which focuses on loyalty programs (i.e. programs designed to support the loyalty of customers to a brand, retailer, etc.) will cover, among other things, their historical development, the general objectives of such programs and some of the generally successful implementation policies. The practical part of the thesis will present an assessment and evaluation of the customer loyalty program of the Czech online pharmacy Manitera.cz. To carry out this practical part, a customer survey will be used. From an evaluation of the results of this survey, the thesis will look at and try to come up with some suggested measures and recommendations for possible changes.