Analýza spokojenosti klientů ČSOB pomocí marketingového výzkumu a porovnání s konkurencí

Abstract

The thesis is focusing on the analysis of ČSOB clients satisfaction with help of marketing research and its comparison with market competition. The thesis is divided into seven chapters. The first chapter is focusing on an introduction and a goal of the thesis. The second chapter deals with a comparison of Československá obchodná banka, Inc. to Tatrabanka, Inc. It contains a history overview of both banks and a comparison of such bank products from both banks as current accounts for individuals, credit cards and system of payments. The third chapter is devoted to the development of marketing, focusing on banking system. This chapter also contains background information about marketing audit and marketing analysis of the bank´s environment. The fourth chapter is focusing on investigation, defining tasks, hypothesis and goals of the research. The fifth chapter concentrates on the analysis of research itself, including the main results of this thesis. The sixth chapter holds suggested measures of Československá obchodná banka, Inc. to increase work productivity and achieve effective company targets. The seventh chapter is a conclusive part of diploma thesis.