METHOD OF ENSURING CUSTOMER LOYALTY THROUGH THE COMPANY XY LOYALTY CARD.

In a time of ever-increasing competition amongst retailers in the domestic and global market, the question arises of how to acquire new customers, satisfy them and retain them. Retaining already acquired customers represents the greatest challenge for retailers, as this is considerably cheaper than acquiring new customers. Thus, there is a daily battle amongst retailers on how to better satisfy their customers and retain them. Precisely from this competition for the customer, retail and certain other companies have begun to develop various ** loyalty programmes** with which they would acquire customers and thereby ensure better business results. The path to success depends precisely on customer loyalty.

Problem

In a time of ever-increasing competition amongst retailers in the domestic and global market, the question arises of how to acquire new customers, satisfy them and retain them. Retaining already acquired customers represents the greatest challenge for retailers, as this is considerably cheaper than acquiring new customers. Thus, there is a daily battle amongst retailers on how to better satisfy their customers and retain them.

Results

Precisely from this competition for the customer, retail and certain other companies have begun to develop various loyalty programmes with which they would acquire customers and thereby ensure better business results. The path to success depends precisely on customer loyalty. Recently, we have observed a significant increase in so-called loyalty cards, which are supposed to contribute to greater customer loyalty.

Customer loyalty is a very complex problem. In a time of great competition, when new retailers are constantly appearing on the market, it is very difficult to speak of customer loyalty. The topic of his diploma thesis is determining the loyalty and satisfaction of customers with the loyalty card of company XY.

The diploma thesis consists of a theoretical and research part. Theoretically, he presented customer satisfaction and loyalty as understood by various authors. He also briefly presented loyalty programmes in retail chains.

In the research part, I attempt to answer the questions that he set before conducting the survey. The questions relate to purchasing habits arising from more favourable prices, greater supply and the associated customer loyalty. He confirmed most of these questions through the research.

Thus, he was able to demonstrate that a well-designed loyalty programme, despite large initial costs, brings the much-anticipated results in terms of greater business volume and more loyal customers. The research also revealed some weak points that will need to be improved in the future and brought closer to their customers. A loyalty programme is like a living being that must constantly monitor and shape customer needs and desires and ensure that it at least attempts to satisfy them to the greatest possible extent.