Analýza nákupního chování zákazníků na trhu dovolených

Abstract

The theme of this master’s thesis was consumer behaviour on the holiday market. The aim was to monitor customer behaviour before and during the purchase of a holiday and also to identify factors that affect customer in retail and online stores. For this research, one method of data collection was chosen, questioning. This method included online questionnaire which had two parts. The first part contained behavioural questions and the second part contained assertions about retail and online stores. Factor analysis was used to create factors which affect customer during purchase in those two distribution channels. Concurrently, customer typology was created, again, for both buying possibilities. Recommendations, which should ensure better customer satisfaction, were suggested for each factor.