Měření spokojenosti zákazníků s výrobky na cukrářském trhu

Abstract

Competition becomes in the last few years still stronger. That´s the reason why every entrepreneur tries to be the best one. That is possible through offered products but mainly through satisfied customers. They decide about success or failure of company with their choice. That´s why customer satisfaction measurement should be one of priorities of company. To customer satisfaction measurement was chosen confectioner´s, in which wasn´t made any investigation for the time of its operation in the confectionery market. Customer satisfaction was measured by written questioning. The data was processed and evaluated by two computer programs. Survey was focused on overall satisfaction with marketed products and on 5 partial attributes of these products, which was taste, appearance, packaging, price and quality (i.e. freshness, durability and used ingredients). After the analysis was found, that customers are quite satisfied with confectionery products and with confectioner´s too. Based on the results was also prepared a number of proposals and recommendations, which could increase customer satisfaction with confectionery products in the confectioner´s.