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VYSOKÁ ŠKOLA HOTELOVÁ V PRAHE 8, SPOL. S R. O. Bc. Deana Gieratová

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VYSOKÁ ŠKOLA HOTELOVÁ V PRAHE 8, SPOL. S R. O. Bc. Deana Gieratová VYSOKÁ ŠKOLA HOTELOVÁ V PRAHE 8, SPOL. S R. O. Bc. Deana Gieratová Vernostný program spoločnosti Accor a jeho prínosy v praxi Diplomová práca 2021 Vernostný program spoločnosti Accor a jeho prínosy v praxi Diplomová práca Bc. Deana Gieratová Vysoká škola hotelová v Prahe 8, spol. s r.o. Katedra marketingu Oblasť vzdelávania: Ekonomické odbory Študijný program: Hotelierstvo, cestovný ruch a marketing Špecializácia: Management hotelierstva a kúpeľníctva Vedúci záverečnej práce: doc. Ing. Dagmar Jakubíková, Ph.D. Praha 2021 Master´s Dissertation Loyalty program of Accor company and its benefits in practice Bc. Deana Gieratová The Institute of Hospitality Management in Prague 8, Ltd. Department of Marketing Field of education: Economic sectors Master´s degree program: Hospitality management, Tourism and Marketing Specialization: Hotel and Spa Management Thesis Advisor: doc. Ing. Dagmar Jakubíková, Ph.D. Prague 2021 Čestné prehlásenie Vyhlasujem, že som predloženú diplomovú prácu na tému Vernostný program spoločnosti Accor a jeho prínosy v praxi, napísala samostatne, bez cudzej pomoci a s použitím uvedenej odbornej literatúry, ktorú uvádzam v zozname použitých zdrojov a že zviazaná a elektronická podoba práce je zhodná. V súlade s § 47b zákona č. 552/2005 Sb., o vysokých školách v platnom znení súhlasím so zverejnením svojej diplomovej práce, a to v neskrátenej forme, v elektronickej podobe vo verejne prístupnej databáze Vysokej školy hotelovej v Prahe 8, spol. s r. o. ___________________ Bc. Deana Gieratová V Prahe dňa Poďakovanie Chcela by som sa poďakovať mojej vedúcej práce, pani doc. Ing. Dagmar Jakubíkovej, Ph.D. za jej odborné vedenie a smerodajné komentáre k diplomovej práci. Tiež by som sa chcela poďakovať môjmu bratovi, PhDr. Tomášovi Gieratovi, za jeho podporu pri štúdiu a vecné životné rady. Abstrakt GIERATOVÁ, Deana. Vernostný program spoločnosti Accor a jeho prínosy v praxi. [Diplomová práca] Vysoká škola hotelová. Praha: 2021. 90 strán. Cieľom tejto diplomovej práce je identifikácia slabých stránok vernostného programu spoločnosti Accor „ALL“ a návrh možností na jeho zlepšenie. Vernostný program ALL bude detailne predstavený spolu s vybranými konkurenčnými alternatívami. Jednotlivé programy budú vyhodnotené na základe jednotného bodového systému, ktorý bol vytvorený pre tento účel. Diplomová práca je rozdelená do troch častí. V prvej, teoreticko-metodologickej, bude čitateľ zoznámený s pojmami, ktorým je nutné porozumieť pre pochopenie problematiky vernostných programoch v hotelierstve. V analytickej časti je čitateľovi ponúknutý podrobný popis vybraných hotelových spoločností a ich vernostných programov, ktoré sú následne vyhodnotené pomocou spomenutého hodnotiaceho systému, ktorý je v tejto časti práce predstavený. Analytická časť predstavuje aj dotazníkové šetrenie, ktoré má za úlohu potvrdiť alebo vyvrátiť hypotézu: „Nový vernostný program spoločnosti Accor má i napriek aplikovaným inováciám v porovnaní s konkurenčnými alternatívami slabé miesta, ktoré je možné zlepšiť.“ Na základe všetkých zistení sú v tretej, návrhovej, časti predstavené kroky, ktoré by mali byť do programu ALL implementované za účelom zlepšenia jeho kvality a spokojnosti zákazníkov. Kľúčové slová: vernostný program, zákaznícka vernosť, marketing služieb, Accor, Accor Live Limitless Abstract GIERATOVÁ, Deana. Loyalty program of Accor company and its benefits in practice. [Master’s dissertation] The Institute of Hospitality Management in Prague. Prague: 2021, 90 pages. The main aim of master´s dissertation is to identify the weaknesses of Accor company loyalty programme named „ALL“ and proposal for improvement. The loyalty program ALL will be described in details as well as the loyalty programmes of other hotel companies chosen for this thesis. Furthermore, all the programmes will be evaluated by identical evaluating system which has been created for this purpose. Master’s dissertation is divided into three parts. In the first one, literature review and methodology, reader will be confronted with all necessary concepts and terms that need to be understood in order to understand the loyalty programs in hospitality. In analytical part can be found detailed description of hotel groups chosen for this thesis and their loyalty pregrammes, which are subsequently evaluated by the mentioned evaluation system created for this purpose. Analytical part also describes the questionnaire survey which took place in order to confirm or refuse the following hypothesis: „The new Accor loyalty programme „ALL“ has, despite the applied improvements, weaknesses in comparison with programs of other hotel companies chosen for this thesis, which could be improved.“ Based on the research, in the final proposals may be found all the steps which are necessary to be taken in order to improve the quality of programme and to satisfy the guests. Keywords: loyalty program, customer loyalty, services marketing, Accor, Accor Live Limitless Obsah Úvod .................................................................................................................. 11 1 Vernosť zákazníka v službách ........................................................................... 13 1.1 Služby a ubytovacie zariadenia ............................................................................. 13 1.2 Zákazník ................................................................................................................ 16 1.3 Získavanie zákazníkov ........................................................................................... 17 1.4 Umiestnenie postavenia zákazníka vo firemnej štruktúre ................................... 18 1.5 Riadenie vzťahu so zákazníkmi ............................................................................. 19 1.6 Vernostný program ............................................................................................... 20 1.7 Aktuálne trendy v marketingu služieb .................................................................. 21 2 Ciele a metodológia diplomovej práce ........................................................... 25 3 Hotelové spoločnosti a ich vernostné programy ............................................ 27 3.1 Hodnotenie vernostných programov ................................................................... 27 3.2 Accor ..................................................................................................................... 28 3.2.1 Portfólio spoločnosti Accor ............................................................................. 28 3.2.2 Vernostný program spoločnosti Accor ........................................................... 30 3.2.2.1 Vernostný program „ALL“ .......................................................................... 31 3.2.2.2 Vernostný program „Le Club“ .................................................................... 40 3.3 Marriott International .......................................................................................... 43 3.3.1 Portfólio Marriott International ..................................................................... 43 3.3.2 Vernostný program Marriott Bonvoy ............................................................. 44 3.4 Hilton Worldwide .................................................................................................. 50 3.4.1 Portfólio Hilton Worldwide ............................................................................. 50 3.4.2 Vernostný program Hilton Honors ................................................................. 52 3.5 InterContinental Hotels Group ............................................................................. 57 3.5.1 Portfólio InterContinental Hotels Group ........................................................ 57 3.5.2 Vernostný program IHG Rewards Club ........................................................... 59 3.6 Porovnanie jednotlivých programov .................................................................... 65 4 Dotazníkové šetrenie .................................................................................... 68 5 Diskusia ........................................................................................................ 78 6 Návrhová časť ............................................................................................... 81 Záver .................................................................................................................. 85 Zoznam tabuliek Tabuľka 1: ALL - získavanie Reward bodov .......................................................................... 34 Tabuľka 2: Reward body - Onefinestay voucher ................................................................. 35 Tabuľka 3: ALL - získavanie Status bodov ............................................................................ 35 Tabuľka 4: Hodnotenie vernostných programov - ALL ........................................................ 39 Tabuľka 5: Hodnotenie vernostných programov - Le Club ................................................. 42 Tabuľka 6: Marriott Bonvoy - získavanie bodov .................................................................. 47 Tabuľka 7: Hodnotenie vernostných programov - Marriott Bonvoy .................................. 49 Tabuľka 8: Hodnotenie vernostných programov – Hilton Honors ...................................... 56 Tabuľka 9: IHG Rewards Club - získavanie bodov ................................................................ 60 Tabuľka 10: IHG Reward Club - získavanie kvalifikačných bodov .......................................
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