The Loyalty Programme of the National Museum – Ing. Alena Dziamidava

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Ing. Alena Dziamidava

Master's thesis

The Loyalty Programme of the National Museum

The Loyalty Programme of the National Museum

Abstract: This thesis explores how loyalty programmes can be used in marketing of non-profit cultural institutions to increase public engagement. The efficiency of a loyalty programme is estimated from the customer perspective. In the case study of the loyalty programme of the National Museum of the Czech Republic the consumer data is analysed with the purpose to give recommendations for performance improvement of this programme.

Keywords: Communication mix, consumer loyalty, loyalty programme, marketing efficiency, marketing mix, museum marketing, National Museum of the Czech Republic, relationship marketing

Language used: English

Thesis defence

  • Date of defence: 9. 6. 2017
  • Supervisor: Ing. Petra Jílková, Ph.D.
  • Reader: Ing. Jiří Šnajdar

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