Srovnání kvality služeb v módních řetězcích

Abstract

The bachelor's thesis deals with a survey of the quality of services provided by selected fashion chains. The research group consists of six subjects. The author uses the mystery shopping research method to obtain data directly at selected stores. Subsequently, it evaluates the quality in individual segments, from visual or aromatic sensations, to the friendliness or expert overview of store employees, to the clarity of services. The conducted research pointed to significant differences in the quality of services between individual stores. In the same way, there were interesting results when one company mastered the quality of services in a certain segment, while the same company was lacking in another segment. The work also includes suggested follow-up recommendations leading to the improvement of the quality of the services offered.