Analýza zákaznické věrnosti značky Apple

Abstract

This bachelor thesis deals with customer loyalty analysis of the Apple brand. The thesis is divided into theoretical and practical part. The theoretical part describes the characteristic of the Apple brand and theoretical bases of brand management. In the practical part are then processed two researches. This part is divided into preparatory and implementation phase. It is used in-depth individual interview and questionnaire survey. The basic group consisted of users of the Apple brand. The following chapter is devoted to analysing the results of research and evaluation. The primary objective of this study was to discover the customer loyalty of Apple brand on the market. It was found that Apple users are very loyal customers who use Apple products more or less in all the areas that Apple offers them.