B2B customer loyalty - factors affecting customer loyalty in the food supply industry

Adam Valečka

Master's thesis

Abstract:

This diploma thesis is focused on customer s loyalty in the food supply industry and epecially on factors, that might influence it. Thesis was done in cooperation with the biggest czech foodservice company Bidfood Czech Republic. Diploma thesis consists of two parts, theoretical and practical, where student s own contribution, research and its results are presented. The key aim of literature review is to provide an overview of czech gastronomic market, demonstrate how does the market work and what are the most often used factors for maintaining and increasing customer s loyalty. All information provided in the literature review should help to understand the research and especially its results presented in the next chapter.Practical part is dedicated to research and its results. Research was done via one hundred and twenty personal visits of various restaurants, in order to investigate, which factors are among the most important for chefs working in czech gastronomy. All answers received during the research were properly processed and evaluated and final recommendations related to maintaining and increasing customer s loyalty for Bidfood Czech Republic were proposed.

Keywords

customer, supplier, loyalty, foodstuff, food supply, B2B, purchase, sales representative, business relationship

Language used: English

Date on which the thesis was submitted / produced: 29. 3. 2017

Thesis defence

• Supervisor: Ing. Richard Selby, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management