Měření spokojenosti zákazníků se službami lékárny

Abstract

This bachelor thesis is focused on measuring customer satisfaction with services offered by Mgr. Libuse Hamuzkova pharmacy store. A purpose of the thesis was to identify the level of customers satisfaction with the services, and consequently, in case of dissatisfaction, to recommend improvements. The additional purpose was to study typical profile of the store’s customers and determine their awareness about current marketing activities. The theoretical part of the thesis defines customer satisfaction and its measuring methods. The methodical part of the thesis elaborates a methodology of data collection. For this research purposes, personal interviews with customers at the store were used and a technique of appropriate opportunities had been chosen as the technique of selection. During the research, 150 questionnaires were collected to record customer opinions. Marketing recommendations how to improve customer satisfaction at the most relevant parts were proposed and reported to the management and ownership.