Analýza nákupního prostředí bank

Abstract

The theme of the diploma thesis is shopping environment analysis of banks. The aim of the work is to analyze shopping environment of banks in Čadca, to create their overall ranking and to compare them each other. The rating targets the design, layout, services and personnel. The tool for acquiring the information is qualitative marketing research using methods mystery shopping and observation. Supplementary method is personal survey. The content of the work is a characteristic of slovak banking market and profiles of banks, theoretical piece of knowledge of shopping environment and marketing mix of services. Next part of this work contains the analysis of the current shopping environment in banks, also with regard to the opinions of clients and analysis of mystery mailing. The results of the work are concreted suggestions and solutions, which should contribute to increase the quality of shopping environment of banks.