Měření spokojenosti zákazníků hudebního klubu

Abstract

This bachelor thesis deals with the analysis of customer behavior and visitor satisfaction in the music club Dock in Ostrava. The main objective of the thesis was to evaluate the current state of provided services based on the conducted marketing research and to propose measures leading to an increase in profitability and customer loyalty. The theoretical part defines key concepts in the field of purchasing behavior, customer satisfaction, and the marketing mix in the service sector, drawing on relevant academic literature and current trends in customer experience management. Particular attention is paid to factors influencing the customer decision-making process and the importance of building long-term relationships with customers.

The practical part is based on proprietary quantitative research, which involved 150 respondents. Data collection was carried out through a structured questionnaire focusing on visit frequency, motivation for visiting, the level of satisfaction with individual service attributes, and the overall perception of the establishment. The collected data were subsequently statistically analyzed and interpreted in order to identify the key determinants of customer satisfaction.

The analysis identified a high degree of loyalty among the youngest age group (under 20 years of age), which is primarily caused by the proximity of secondary schools and the accessibility of the club. The research further revealed an operational paradox where customers visiting for the purpose of socialization show a higher average spending than visitors to specific cultural events, highlighting the importance of informal atmosphere and complementary services. Certain shortcomings were also identified in the organization of service and waiting times, which may negatively affect the overall customer experience.

Based on these findings, concrete proposals are formulated in the conclusion of the thesis, such as the introduction of table service during concerts to stimulate sales, optimization of staffing during peak hours, and more targeted marketing communication aimed at different customer segments. The recommendations also include expanding the range of complementary activities and strengthening elements of experiential marketing, which could contribute to increasing the attractiveness and competitiveness of the venue in the market.