Strategický zákazník sítě Naše Vinotéka: Analýza nákupního chování členů věrnostního programu a návrhy pro jeho optimalizaci

This bachelor’s thesis focuses on the identification and analysis of strategic customers of the Naše Vinotéka chain. The aim of the thesis is to define the segment of customers generating the largest share of revenue and to understand their purchasing behavior, motivations, and perceptions of the current loyalty program. The theoretical part covers customer behavior, targeted marketing, customer relationship management, and loyalty programs. In the practical part, the strategic segment is first identified by processing internal data using Pareto analysis. Subsequently, ten semi-structured in-depth interviews are conducted with respondents from this segment. The research revealed that the loyalty of these customers is driven primarily by wine quality and staff approach, rather than the loyalty program itself. Based on the findings, two customer profiles are identified, and recommendations are formulated focusing on adjustments to the targeting, communication, and benefits of the loyalty program.