Analýza zákaznické kvality a doporučení pro zlepšení spokojenosti zákazníka

Abstract

The bachelor thesis focuses on customer quality analysis and recommendations for improving customer satisfaction.

The aim of the bachelor thesis is to focus on the quality of selected dairy products (Soft Curd and traditional Bystrice Spreads Natur). To identify and describe whether these products from the Bystřice pod Hostýnem Dairy are better / worse or cope with other producers (competitors).

The thesis is characterized by three main levels, namely the theoretical and application parts, and there is another important chapter on the basic characteristics of the dairy business between the two levels.

The theoretical part deals with customer issues and their understanding of quality. It describes the basic attributes of quality, elements and, among other things, methods of quality examination. In the next phase, it focuses on customer perception, customer relationships, and the associated methods of gaining customers. In the final part, the level deals with basic methods and procedures for collecting information from customers, which are subsequently used in the application level.

The second phase of the work reveals the basic characteristic of the dairy business (Dyje Bystřice pod Hostýnem) where it tries to clarify important information about the company and also to describe the products that the company produces.

The application level deals with the quality of selected dairy products in Bystřice pod Hostýnem. For effective comparison, the same products from competing companies were included in the research. The results of the two products studied and suggestions for improvement are highlighted in the thesis.

The main method for data collection was a questionnaire and, to a lesser extent, an interview. Three methods were chosen to assess customer satisfaction, namely Customer Satisfaction Index, Customer Window Method, and Model Satisfaction. All of these methods were described theoretically and subsequently used in the application part for the evaluation of the results.

The bachelor work contributes to a better understanding of customer understanding of the quality of dairy products produced in the Bystrice pod Hostýnem Dairy. The company was provided information on the status of the selected products as well as suggestions for improvements that were proposed by the customers themselves.