Adaptace inovací pro věrnostní klub Hollandia Karlovy Vary s.r.o

The bachelor’s thesis deals with the loyalty club of company Hollandia Karlovy Vary s.r.o. The goal of this work is to evaluate the perception of the loyalty club Hollandia from the perspective of club members.. This will lead to loyalty club member’s higher satisfaction and can attract new members. The theoretical part focuses on loyalty programs and customer loyalty. The methodological part defines two research questions that should help to fulfill the goal and then describes the methods and data which were used. The practical part initially describes the perception of loyalty programs in the Czech Republic and then examines the satisfaction of loyalty club members using a questionnaire survey. Furthermore, the research focuses on returning users and examines why people leave the loyalty club during registration. The primary recommendation is to add cheaper rewards to the gift catalog, have more products that contain codes and simplify registration in the Hollandia loyalty club.