Srovnání zákaznických aplikací

Abstract

The bachelor´s thesis focuses on the comparison of customer applications of selected business companies. The primary customer application selected was Tesco Clubcard, which was subsequently compared with other competitors, including Kaufland Card, Lidl Plus and Můj Albert. To identify and evaluate the external environment of the company, a PEST analysis was used. Subsequently, an influence matrix was created, which was used to compare the selected company with other competitors. At the end of the bachelor´s thesis, a questionnaire was evaluated, with responses from 164 respondents. The results showed that respondents use customer applications in most cases. Respondents who do not use customer applications do not expect to start using them in the future. It also turned out that the younger generation (15-29 years) uses the Tesco Clubcard customer application the most, while older age groups use the Lidl Plus customer application more. The results showed that the selected company has strengths in certain areas, but there are also areas where it could outperform the competition if it focused on specific areas, such as changes to coupon scanning, which customers must scan separately at the checkout. Furthermore, the implementation of digital receipts, the ability to create a shopping list or the integration of payment functionality directly within the customer application. All of these suggestions would improve the satisfaction of using the Tesco Clubcard customer application.