Měření spokojenosti zákazníků v cestovní kanceláři Amazonia

Abstract

The theme of my bachelor thesis is „The Measurement of customer´s satisfaction in the travel agency Amazonia“. The purpose of this thesis is to find out, whether customers of this travel agency are satisfied with offered services and meanwhile generate new ideas which will lead to improvement of these services. Theoretical part consists of second chapter, which is composed of three parts. The first part contains of characteristics of customer, his typology and fundamental principles of customers care. The second part includes research of customer´s satisfaction, needs and perception. Finally, the last part of this chapter describes CRM method, its components, phases and its economic contribution for the company. Practical part contains characteristics of this company, which is focused on its history, product range and marketing mix. The next chapter describes process of marketing research and indicates market research´s results. In the last chapter are suggested improvements, which should contribute to innovation of offered services in the travel agency Amazonia and to better status on the labour market.