Work detail

Customer loyalty benefits: three views

Author: Bc. Martin Kuš
Year: 2011 - summer
Leaders: Ing. Ivo Koubek
Consultants:
Work type: Bachelors
Language: Czech
Pages: 46
Awards and prizes:
Link:
Abstract: This thesis describes the mechanism of customer loyalty programmes from several
views. We have defined few main objectives. The first objective is to introduce reader
to loyalty programmes from the marketing perspective. The next aim is to describe the
impact of customer loyalty programmes on firms and customers from the perspective of
microeconomic theory. The third objective is to compare conclusions of theoretical
models with the results of relevant empirical analyses. The last aim is to depict
customer loyalty programmes as a principal-agent problem and draw the conclusions.
Downloadable: Bachelor Thesis of Kus

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