Tokenizace věrnostních programů

The main objective of the bachelor thesis is to decide whether or not it is worthwhile for the proposed company to use blockchain technology to tokenize its existing loyalty program. The thesis first introduces both blockchain technology and loyalty programs, thus providing the necessary theoretical foundation. The third part focuses on the proposed company and the creation of a tokenized loyalty program. After introducing the company and its existing loyalty program, the external and internal environment is examined using PESTEL, SWOT, and Porter's five forces analysis. There is also a customer modeling, marketing mix, or financial plan. The third part proposes various recommendations for creating the tokenized loyalty program the best it can be, based on the theoretical insights gained.