CUSTOMER SATISFACTION OF ACTIVE BEAUTY LOYALTY CARD IN THE COMPANY DM DROGERIE MARKT SLOVENIA

Namen pričujočega diplomskega dela je preučiti stopnjo zadovoljstva uporabnikov kartice zvestobe podjetja DM drogerie markt d.o.o. (v nadaljevanju DM). Podjetje DM sodi med največje drogeriste v srednji in vzhodni Evropi. Že od leta 1993, ko je podjetje odprlo svojo prvo poslovalnico tudi v Sloveniji, je z njihovimi storitvami zadovoljno veliko število strank. Na lojalnost stranke bistveno vpliva ugodna in kakovostno izvedena storitev. V DM-u se tega zavedajo, zato, v kombinaciji z željo po pridobivanju novih strank, neprestano izboljšujejo in širijo ponudbo svojih storitev. V teoretičnem delu diplomskega dela so opredeljeni pojmi program zvestobe, kartica zvestobe, kupec, zadovoljstvo in zvestoba kupca. Navedeni pojmi so podlaga za raziskavo, ki je izvedena v drugem delu diplomskega dela. Z anketno raziskavo smo preverili, kakšna so pričakovanja uporabnikov glede ponudbe in kakovosti storitev, v nadaljevanju pa smo ta pričakovanja primerjali z dejanskim zadovoljstvom uporabnikov DM kartice. Ugotovili smo, da je zvestoba uporabnikov DM kartice zvestobe večja od pričakovane, saj so v popuste in aktivnosti na kartici zajete vse starostne skupine potrošnikov. Kljub številnim konkurečnim ponudnikom podobnih storitev na slovenskem trgu se je DM kartica izkazala za uspešno in priljubljeno.The aim of this thesis is to examine the level of satisfaction of DM drogerie markt loyalty card owners. DM drogerie markt is one of the largest cosmetics store companies in Central and Eastern Europe. Since 1993, when the company opened its first store in Slovenia, a vast number of customers are satisfied with provided services. Customer loyalty is significantly affected by favorable prices and quality of user-provided services. The company is aware of this fact, therefore, in combination with the desire to acquire new customers, it continually tries to improve and expand its range of services. The theoretical part of the thesis defines the terms such as loyalty programme, loyalty card, customer satisfaction and customer loyalty. Those concepts are the basis for the survey, which was conducted in the second part of the thesis. In a survey we researched what are the expectations regarding the offer and the quality of the services and later compared them with actual satisfaction of DM card owners. Since the discounts and activities on the card cover all age groups of customers, we came to the conclusion that the loyalty of DM card users is higher than expected. Despite the competition of numerous providers of similar services in the Slovenian market, DM card proved to be successful and popular