Věrnostní program jako nástroj marketingové komunikace společnosti CrossCafe original s.r.o

The main purpose of this bachelor thesis is to assess the satisfaction of current customers of the company CrossCafe original s.r.o. with their loyalty program and on the basis of the analysis of said loyalty program as a tool of marketing communication propose possible recommendations to increase the effectivity of this program and customer satisfaction. The theoretical part firstly addresses the definitions of basic terms such as marketing and marketing communication, then introduces the individual parts of the communication mix. The customer and his satisfaction are described next. The pivotal chapter looks into the issues of loyalty programs, and analyses among other things the international competitive companies on the Czech market. Subsequently, a quantitative research in the form of a questionnaire survey was carried out with 2 985 respondents. Lastly, the conclusion of the thesis mentions proposals and recommendations, which could serve the company as a foundation for the modification of their marketing communication in the future, especially their loyalty program.