Titelaufnahme

Titel
Importance of key performance indicators of App-based loyalty programs for small businesses / Michael Schöndorfer, B.Sc.
Verfasser / Verfasserin Schöndorfer, Michael
Begutachter / BegutachterinNell, Philip Christopher
ErschienenWien, 2018
UmfangV, 61 Blätter : Diagramme
HochschulschriftTechnische Universität Wien, Masterarbeit, 2018
HochschulschriftWirtschaftsuniversität Wien, Masterarbeit, 2018
Anmerkung
Literaturverzeichnis: Blatt 58-59
SpracheEnglisch
DokumenttypMasterarbeit
Schlagwörter (DE)loyalty program / metrics / key performance indicators / monitoring
Schlagwörter (EN)loyalty program / metrics / key performance indicators / monitoring
URNurn:nbn:at:at-ubtuw:1-115257 Persistent Identifier (URN)
Zugriffsbeschränkung
 Das Werk ist frei verfügbar
Dateien
Importance of key performance indicators of App-based loyalty programs for small businesses [1.07 mb]
Links
Nachweis
Klassifikation
Zusammenfassung (Englisch)

Customer loyalty programs are a marketing instrument that have been used for decades, but are being made available to more and more companies due to newer technologies. However, it is proven that a lot of them fail or do not yield the desired results. Monitoring the programs performance is a good way to make sure that the previously set objectives can be reached or detect problems. This can be a problem, especially for small companies, as the resources for the monitoring are limited and need to be used effectively. In this thesis, I want to find out how monitoring and tracking certain metrics could help reach the objectives, focusing on App-based customer loyalty programs for small businesses. In order to do this I will briefly look at why a loyalty program is implemented in the first place and how different programs work. Then I am going to summarize which metrics can be measured and what counter actions can be taken when the goals are not met. I propose a set of questions in order to determine which metrics should be tracked for each individual company. Lastly I conducted a survey with companies about how they see the importance of some of the metrics and their available time to analyze the system. Most of the hypotheses could not be accepted, but some derived insights could be gathered after more variables were taken into account. Even though the significance of some findings could not be statistically proven, they can be seen as a starting point to conduct further investigations with more resources.

Statistik
Das PDF-Dokument wurde 9 mal heruntergeladen.