Analýza postoje zákazníků k produktům pro drogovou analýzu

Abstract

The diploma thesis deals with the analysis of customers’ attitude towards products of drug analysis. The thesis gives an information overview and theoretical research about analysis focused on customer´s attitude towards in vitro diagnostic products of drug analysis and accompanying service and describes the methodology of gathering information in marketing research preliminary phase and implementation phase. Next chapter explains in detail customer´s attitude, loyalty and satisfaction analysis. The analysis of customer´s attitude, loyalty and satisfaction is investigated further performing statistical data analysis using SPSS software. Customer´s profile and profile of potential customer are subsequently defined and speculated problem parts are assessed. The final chapter presents suggestions and recommendations for developing current market situation of company based on the analysis results.