| Popis: |
The final thesis deals with multi-partner loyalty programs within the financial sector. The aim of the present work is to compare two types of loyalty programs, such as a point based scheme and money-back scheme (also called cash-back), focusing on the entities in the financial sector. The thesis is divided into a theoretical part that is dealing with marketing as whole, sales promotion and loyalty programs themselves. In the practical part, the companies and their loyalty programs are analyzed at the beginning of the practical part. The last part of this chapter presents the results of the analyzed comparison of the two types of programs. Finally, the main actual trends are presented at the end of this thesis, both for abroad and Czech Republic separately. |
