Bakalářská práce / info:eu-repo/semantics/bachelorThesis
Osoba oponující práci:
The thesis deals with the topic of customer loyalty and its importance for the company. The purpose of this thesis is to study the customer relationship and its degree of loyalty to the drugstore chain Rossmann. The thesis is divided into two parts. The theoretical part is dedicated to customer behaviour and the factors affecting customers’ decision-making. Furthermore, it focuses on the definition of customer loyalty and introduces various marketing research methods. Moreover, it presents the drugstore company Rossmann and its loyalty program. The practical part describes the results of a questionnaire inquiring about the customers’ knowledge of the loyalty program of the drugstore and the extent of its use. Recommendations for improvement are suggested based on the outcome of the research. The research showed that people have a low awareness of the loyalty program of the drugstore Rossmann which is indicated by the small number of registered members. Discovered information can be used to assess the value of loyal customers for the company’s future growth.