Měření spokojenosti zákazníků na trhu domácího wellness

Abstract

This diploma thesis deals with measuring customer satisfaction in the home wellness market, specifically focusing on the company Relax v sudu, which specializes in the sale of hot tubs and whirlpools. The main objective of the thesis was to measure customer satisfaction, identify potential shortcomings, and formulate practical recommendations for improving the provided services. The secondary objective was an analysis of the home wellness market in Europe and the Czech Republic, including a forecast of its future development.

The theoretical part defines key concepts of customer satisfaction and customer experience, characterizes factors influencing satisfaction, and describes standardized measurement metrics such as CSAT, CSI, CES, and NPS. Furthermore, the Customer Relationship Management (CRM) system and its role in long-term client retention are introduced. The third chapter characterizes the home wellness market in the European and Czech context, describes main product categories, and analyzes trends affecting demand, including the impact of the COVID-19 pandemic and population aging.

The research was carried out in the form of a quantitative online questionnaire survey using the CAWI method via Microsoft Forms. The questionnaire was distributed to all 215 customers of the company, with a response rate of 53.5%, representing 115 respondents. The data was subsequently analyzed using first and second-degree sorting.

The research results demonstrated high overall customer satisfaction. The Net Promoter Score reached 73.1, indicating strong customer loyalty. The highest-rated factors included product quality, user comfort, design, and the installation process. The company's website was identified as an area for improvement, particularly regarding the absence of user reviews and an unclear price list. The research also revealed a critical period of decline in customer activity between the first and second year of product ownership. Based on the findings, recommendations were formulated, including modernizing the web interface, implementing a CRM system, and establishing proactive post-sale communication.