Návrh věrnostního programu pro prodejnu s drogistickým zbožím

Abstract

The topic of this diploma thesis is a proposal of a loyalty program for a drugstore. The main objective of this work is to design a loyalty program for all customers of the Rossmann company, which would lead to their satisfaction and loyalty. The quantitative method was used for data collection, namely observation and electronic questioning. Data were categorized in spreadsheet of Microsoft Office Excel 2016 and evaluated in IBM SPSS Statistics 25 software. Several important charts and graphs came up from the analysis using a classification of the first and second grades, afterwards they were used to design suggestions and recommendations for the Rossmann company. The proposals mainly concern the introduction and targeting of the loyalty program, further the operation and promotion of the program and the functions of a loyalty card.