Analýza zákaznického správania na B2B trhu v poradenských službách

Abstract

The diploma thesis deals with the analysis of customer behavior in the B2B market within the specific segment of consulting services focused on talent development and strengths of employees. The thesis is focused on the services provided by Use Your Talents (UYT), which implements the Gallup CliftonStrengths typology in the Czech and Slovak markets. The aim of the thesis is to identify and analyze the key motivators and barriers that influence companies' decision-making when purchasing these services. The theoretical part of the thesis defines the specifics of the B2B service market, analyzes the decision-making process, factors influencing purchasing, barriers, perceived risk, and the importance of building customer relationships. The empirical part is based on qualitative research through 13 in-depth semi-structured interviews with representatives of both potential and current UYT customers of various sizes and industries. The analysis of the results showed that the main motivators for investment are expectations related to increased efficiency, improved teamwork and communication, personal development of employees, and the strengthening of corporate culture. The key barriers identified were financial and time costs, skepticism regarding the measurability and long-term benefits, the perceived abstractness or complexity of the methodology and a lack of trust. The experiences of current customers confirmed that the services have a transformational potential but require continuous support. The thesis also presents recommendations for UYT in the areas of strategic value communication, market approach, reduction of perceived risk and support of implementation.