Porovnání zákaznické zkušenosti v českých a španělských módních prodejnách

Abstract

This bachelor's thesis is focused on comparing the customer experience in the fashion retail chain Stradivarius in the Czech Republic and Spain. The theoretical part defines services marketing, the specifics of fashion retailing, and the key factors influencing customer perception. The practical part is based on primary qualitative research conducted using a combination of mystery shopping and systematic observation methods in stores in Ostrava and Puerto de la Cruz. A total of eight visits were carried out, six of which were realized by the author and two by external evaluators. The monitored areas included direct interaction with staff, the physical environment of the store, product availability, visual merchandising, and checkout process standards. Based on the comparison of the obtained data, the thesis determines which store provides higher level of customer service and identifies specific areas where the two branches differ the most. The thesis also includes the formulation of proposals and recommendations aimed at unifying standards and improving the quality of the customer experience in both monitored locations.