Loajalita zákazníků ke konkrétní značce podniku
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V době postupující globalizace a blahobytu se konkurenční prostředí stává stále silnějším a zákazník stále náročnějším. Firmy vynakládají obrovské finanční prostředky za účelem upoutání pozornosti zákazníka, přesvědčení ho o koupi jejich výrobku, budují silné značky a snaží se zákazníky více zapojit do firemního dění. Tím samozřejmě sledují motivy ve formě vyššího zisku či vyššího podílu na trhu, toho je ale často dosaženo nejprve přes spokojenost zákazníka a později přes jeho loajalitu. S mírnými odlišnostmi ve firmách platí známé Paretovo pravidlo 80/20 - 80% příjmů firmy plyne zpravidla z 20% velmi spokojených, své nákupy opakujících zákazníků.Předmětem této práce je právě loajalita zákazníka, konkrétně k sirupům značky Kitl Syrob, kdy hlavním cílem práce je provést měření spokojenosti, loajality a hodnoty zákazníka. Pomocí exploračního průzkumu byly odhaleny první oblasti, ve kterých by mohla firma zaostávat a na jeho základě sestaveno strukturované dotazníkové šetření, kterým podle metody ECSI byly zjištěny faktory, které loajalitu zákazníka ke značce Kitl Syrob zásadně ovlivňují. Byly odhaleny názorové rozdíly loajálních a neloajálních zákazníků a ze získaných dat z dotazníkového šetření byla navržena řešení problematických částí. Dále byla sestavena multifunkční kalkulačka hodnoty zákazníka v programu MS Excel, která byla vytvořena za účelem zdůraznit důležitost loajálního zákazníka pro firmy a podnítit tak firmy o tyto zákazníky usilovat a jako podpora manažerského rozhodování.
In the era of globalization and prosperity, competitive background is getting stronger and customers more demanding. Companies spend huge amount of money on catching customer's eye and convincing customer to buy company's products. Enterprises try to build strong brands and engage customers into their background. The motivation that drives them is to gain higher profit or bigger market share. These goals are usually achieved firstly by customer satisfaction and then customer loyalty. There is an applicable rule, Pareto 80/20 rule, which can be viewed as 80% of company's income generally comes from 20% very satisfied customers repeating their purchases. The main subject of this thesis is consumer loyalty, particularly towards brand of syrups Kitl Syrob. The main goal is to measure customer satisfaction, customer loyalty and customer lifetime value. By dint of exploratory research first areas, where the company might fall behind, were detected and on its foundation, structured questionnaire was established. Using the ECSI method, major factors that fundamentally influences customer loyalty towards Kitl Syrobs were revealed. Furthermore, the differences between opinions of loyal and disloyal customers were found and from the gained data from the questionnaire, resolutions of the problematic parts were suggested. Finally, there was constructed multifunctional calculator that´s able to calculate a customer lifetime value using MS Excel software. The calculator was invented for purpose to highlight an importance of a loyal customer for companies and stimulate firms to aspire for the loyal consumers and as a support of manager decision-making.
In the era of globalization and prosperity, competitive background is getting stronger and customers more demanding. Companies spend huge amount of money on catching customer's eye and convincing customer to buy company's products. Enterprises try to build strong brands and engage customers into their background. The motivation that drives them is to gain higher profit or bigger market share. These goals are usually achieved firstly by customer satisfaction and then customer loyalty. There is an applicable rule, Pareto 80/20 rule, which can be viewed as 80% of company's income generally comes from 20% very satisfied customers repeating their purchases. The main subject of this thesis is consumer loyalty, particularly towards brand of syrups Kitl Syrob. The main goal is to measure customer satisfaction, customer loyalty and customer lifetime value. By dint of exploratory research first areas, where the company might fall behind, were detected and on its foundation, structured questionnaire was established. Using the ECSI method, major factors that fundamentally influences customer loyalty towards Kitl Syrobs were revealed. Furthermore, the differences between opinions of loyal and disloyal customers were found and from the gained data from the questionnaire, resolutions of the problematic parts were suggested. Finally, there was constructed multifunctional calculator that´s able to calculate a customer lifetime value using MS Excel software. The calculator was invented for purpose to highlight an importance of a loyal customer for companies and stimulate firms to aspire for the loyal consumers and as a support of manager decision-making.
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loajalita zákazníka, spokojenost, kvalita, hodnota zákazníka, hodnota pro zákazníka, diferenční analýza, metoda ECSI, customer loyalty, customer satisfaction, quality, consumer lifetime value, value for the consumer, difference analysis, ECSI method