Uzņēmumu "Circle K", "Neste" un "Virši-A" lojalitātes programmas un to novērtējums
Date
2017
Authors
Stabrovska, Viktorija
Journal Title
Journal ISSN
Volume Title
Publisher
Latvijas Universitāte
Abstract
Bakalaura darba tēma ir „Uzņēmumu "Circle K", "Neste" un "Virši-A" lojalitātes programmas un to novērtējums”. Darba mēr is ir veikt uzņēmuma «Circle K», “Neste” un «Virši-A» komunikācijas analīzi par lojalitātes programmām un klientu vērtējumu par uzņēmumu veiktajām klientu lojalitātes veicināšanas aktivitātēm. Darbs sastāv no trīs da ām: teorētiskās, metodolo iskās un empīriskās da as. Darba teorētiskājā da ā izmantota literatūra par zīmolu, mārketingu, mārketinga kompleksu, mārketinga komunikāciju, patērētāju uzvedību, lojalitāti un komunikāciju tīmeklī. Darba metodolo iskajā da ā tiek aprakstīta teorija par kvanitatīvajām metodēm – kontentanalīzi un anketēšanu, un kvalitatīvajām metodēm – fokusgrupu, strukturēto un da ēji strukturēto interviju. Darba beigās tiek apkopoti secinājumi, pamatojoties uz veikto datu analīzi.
Bachelor theme is ""Circle K", "Neste" and "Virši-A" loyalty programs and their assessment” Aim is to make analyse of communication about loyalty programs and customer assessment about brand loyalty programs activities. The research paper consists of three parts: theoretical, methodological and empirical part. In theoretical part has been studied about brand, marketing, marketing mix, marketing communication, customer behaviour, loyalty and communication on social media. In methodological part has been studied literature about qualitative – structured, semi-structured interview and quantitative research – questionnaire and content analysis. In the end of bachelor’s paper there has been made conclusions basis on research.
Bachelor theme is ""Circle K", "Neste" and "Virši-A" loyalty programs and their assessment” Aim is to make analyse of communication about loyalty programs and customer assessment about brand loyalty programs activities. The research paper consists of three parts: theoretical, methodological and empirical part. In theoretical part has been studied about brand, marketing, marketing mix, marketing communication, customer behaviour, loyalty and communication on social media. In methodological part has been studied literature about qualitative – structured, semi-structured interview and quantitative research – questionnaire and content analysis. In the end of bachelor’s paper there has been made conclusions basis on research.
Description
Keywords
Komunikācijas zinātne , "Circle K" , "Neste" , "Virši-A" , lojalitāte , sociālie tīkli