| Abstract [eng] |
Customer loyalty is important for achieving better business results, as repeat purchases increase sales volume, market share, and company profitability. 80% of customers (who are not loyal, with a purchase frequency of 1–15 times per year) generate 37% of revenue, which means that 20% of loyal customers (with a purchase frequency of 16 or more times per year) generate 63% of revenue. Loyal customers generate a larger share of the company's revenue, even though loyal customers account for less than half of all the company's customers. Loyal customers are important to the company, and a loyal customer base is essential to ensure the company's profitability. When applying loyalty measures to consumers, it is necessary to take generational differences into account. Representatives of different generations have formed different habits and values and have different levels of technological literacy. Representatives of different generations will engage with brands differently and will also respond differently to companies' efforts to reach them. The subject of this master's thesis is loyalty–building measures for Generation X and Y consumers, and the aim of the thesis is to select loyalty–building measures for Generation X and Y consumers. To achieve this aim, the following tasks have been set: to examine the concept of consumer loyalty, revealing loyalty–building measures; to identify the characteristics of Generation X and Y consumers and the factors that determine their loyalty, to develop a theoretical model of consumer loyalty–building measures for Generation X and Y consumers, based on the results of empirical research, to justify the selection of consumer loyalty–building measures for Generation X and Y. Traditional methods of scientific literature analysis and written surveys were used for data collection, and data analysis was performed using descriptive statistics, correlation analysis, and regression analysis methods. A literature review shows that consumer loyalty is defined as a positive attitude of consumers towards a brand and/or company, which is formed through marketing measures and reflected in repeat purchases, product advocacy and rational choice. Measures for building consumer loyalty include quality improvement, discounts, marketing communication, and personalization. The objective of this study is to select loyalty-building measures for Generation X and Y consumers, which is achieved through a quantitative research study. The Cronbach Alpha method is used to assess the reliability of the research questionnaire. An analysis of the empirical research results using descriptive statistics, the Kruskal Wallis H test, and regression analysis revealed that, from the perspective of Generation X consumers, the most acceptable loyalty-building measure is marketing communication, followed by quality improvement and discounts. The most acceptable means of improving the loyalty of Generation Y consumers is quality improvement, followed by marketing communication, as well as discounts and personalization. |
