Segmentační analýza potenciálních uživatelů věrnostní aplikace vybraného obchodního centra: Analytický přístup k charakteristikám, motivacím a očekáváním uživatelů

The diploma thesis deals with the attractive topic of mobile loyalty applications in the environment of shopping centres. The thesis aims to define the characteristics of potential target users of the loyalty program of a selected shopping center, to determine the factors that influence the decision to join the loyalty program, to reveal the motivators to register and to use the loyalty mobile application and also to specify the functionality that users expect from the application. A secondary aim of this thesis is to increase the knowledge of user preferences in the area of shopping centre loyalty programmes, as similar research is not widely available in the Czech Republic. The literature part focuses on obtaining a theoretical overview of the current state of knowledge in the environment of shopping centres and loyalty programmes as a modern marketing communication tool. The author partially applies the acquired knowledge in the empirical part of the thesis. To achieve the objectives of the thesis, a mixed research design was chosen. The empirical part of the work consists of qualitative data collection through semi-structured interviews, the quantitative part of the work includes questionnaire surveys and conjoint analysis. The conclusion of the thesis focuses on the interpretation of the results obtained and the discussion of the outcomes that emerge from the data analysis.