Měření spokojenosti zákazníků hypermarketu

Abstract

The Diploma thesis’s theme characterizes the measurement of costumers’ satisfaction in the Globus Ostrava hypermarket. The main diploma thesis’s aim was to find out the costumers’ satisfaction with Globus Ostrava hypermarket, in particular with offered products and services features. The partial objective was to determine the main reasons of a purchase in preferred retail units and to find out the costumers attitude towards the private brands purchase and activities of benefits programme.

The Diploma thesis consists of seven parts. The first part deals with the introduction, where the main objectives are mentioned. The second part characterizes the Globus Ostrava hypermarket’s environment, so called micro and macro environment including the retail marketing mix. The third part titled as theoretical starting-point of costumers satisfaction is focused on a theory related with the measurement of costumers’ satisfaction. The following part describes data collection methods. The fifth part deals with the analysis of collected data, where all obtained information are evaluated. Furthermore, these obtained data helped to the following part so as to describe proposals and recommendations that were addressed the management of Globus Ostrava hypermarket. The last part of the diploma thesis briefly summarizes the data collection process and obtained results.