Měření spokojenosti zákazníků maloobchodního řetězce s oděvy

Abstract

The topic of this bachelor thesis was the measurement of customer satisfaction with a particular clothing retail chain. The aim of the work was, based on the collected data and their analysis, to bring suggestions and recommendations for increasing customer satisfaction in various areas of operation of retail units of Takko Fashion s.r.o. A sec ondary objective of the research was to find out the opinions of consumers on socially beneficial activities carried out by the company. The research described the theoretical bases needed to measure satisfaction, the characteristics of the Takko Fashion, s.r.o. retail chain and outlined the methodology of data collection. Quantitative research was chosen, specifically the CAWI method. A simple measurement of satisfaction was used to measure satisfaction. For the selected factors, a position map was prepared on the basis of an analysis of the mutual relationship of importance and satisfaction. From the results of the analysis, were processed proposals and recommendations for the given retail network, which could lead to an increase in consumer satisfaction or to the acquisition of a new customer clientele.