Návrh segmentace zákazníků lázní

Abstract

The subject of this diploma thesis is - on basis of the analysis of the data gathered from the written questionnaire survey – to divide customers of spa into groups with the same or similar characteristics, behavior and attitudes and then to propose significant customers segments. The diploma thesis contains of three main parts. First theoretical - methodological part will focus on the description of the company and the description of the individual elements of the marketing mix of spa. Then this part will focus on theoretical interpretation of knowledge related to the topic of the diploma thesis, which will be gathered from professional publications. The second main part will include the describtion of the methodology of data collection, which will be followed by the segmentation analysis of the customers of spa resorts. Suggestions and recommendations will be created on the basis of analysis of segmentation criteria that form the third main part of this diploma thesis.