Věrnostní program platebních karet, řešení nad DWH

This diploma thesis is covering topics of customer's loyalty, loyalty programs in banking and mainly topic is loyalty programs of payment cards in banking industry. First theoretical parts is guiding us though concept of customer's loyalty in banking industry and is describing specifics of this loyalty compared to loyalty to sales businesses. Further, this thesis is trying to show opportunities to be used to support customer's loyalty in bank with participation of credit and debit cards. In this sense, these payment cards are those that enable client's entry into the loyalty program and into the advantages that is loyalty program offering. Further, this thesis is describing interesting concept of loyalty program that is closely coupled with business partners that give opportunities to make the program very variable and interesting for customers. Practical part of this thesis is describing basis for technologies to be used while deploying the loyalty program and is discussing two main technical concepts regarding loyalty system integration with current bank information systems. One of those is further discussed and described from the point of view technical realization in common data warehouse systems. Main contribution of this work is preview of approaches to payment card loyalty programs and also preview of possibilities in way the loyalty program can be integrated with data warehouse currently deployed in the bank.