Building Loyalty in Consumer Markets

Informace o vysokoškolské kvalifikační práci

Název práce:
Building Loyalty in Consumer Markets
Autor práce:
Selivanova, Olga
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Přikrylová, Jana
Osoba oponující práci:
Tjokorda, Patrik
Jazyk práce:
English
Abstrakt:
In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.
Klíčová slova:
Loyalty programs; Retention; Customer loyalty

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/International Business - Central European Business Realities
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
The rectorate
Název katedry:
International Office
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
18. 6. 2009
Datum podání práce:
31. 1. 2010
Datum obhajoby:
15.06.2010

Soubory ke stažení

Hlavní práce:
21048_xselo00.pdf [567,87 kB]
Veřejná příloha:
3915_xselo00.pdf [567,87 kB]
Oponentura:
16575_Tjokorda.pdf [21,68 kB]
Hodnocení vedoucího:
21048_prikrylj.pdf [18,87 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/21048/podrobnosti