Tvorba segmentace zákazníků hotelu

Abstract

This bachelor thesis deals with customers by examining the structure of the Holiday Inn Zilina. The goal of the thesis is to know the actual customer reviews and if necessary design new segments. The research was based on secondary data (hotel financial analysis) And primary research conducted by the respondents. It analyzes two primary customer segments, companies and the schema_dspacedb. New segments in this category were not found. The result is a characteristic profile of each customer group of hotel sales centers. The paper contains proposals to implement specific marketing tools for better reaching of customers.