Typologie zákazníků gastronomického zařízení

Abstract

This thesis focuses on developing a customer typology for the Luna gastronomic establishment in Havířov. The primary objective was to analyze customer behavior and, based on the collected data, propose a typology of customers. Secondary objectives included determining the reasons for visiting the establishment, analyzing customer purchasing behavior, and identifying factors influencing the choice of a gastronomic establishment. Data were collected using CAWI and CAPI methods, with 305 respondents participating in the questionnaire survey. The collected data were analysed using the SPSS statistical software. A customer typology was proposed based on the results of factor and cluster analyses.