Detail práce

Impact of free customer credits on purchases: Case of a major discount portal

Autor: Bc. Theodor Petřík
Rok: 2020 - letní
Vedoucí: Mgr. Kateřina Chadimová
Konzultant:
Typ práce: Diplomová
Jazyk: Anglicky
Stránky: 68
Ocenění:
Odkaz:
Abstrakt: The aim of this thesis is an empirical assessment of a customer loyalty program operated by a significant discount portal. A four-year sample comprised of purchases of 50,000 regularly active customers was examined using
the time series approach. Two methods were used to evaluate the impact
of the free customer credits on sales and the credits spent. Neither ARIMA
(auto-regressive integrated moving average model) nor a business forecasting
procedure Prophet discovered any significant evidence which would support
the alleged credit impact. Overall, the study revealed that the customer
loyalty program could be operated for years, burden the firm financially, yet
bring no meaningful, measurable results.

Partneři

Deloitte

Sponzoři

CRIF
McKinsey
Patria Finance