Měření spokojenosti zákazníků franšízových čerpacích stanic

Abstract

The thesis deals with the measuring customer satisfaction of franchise petrol stations. The aim was to measure customer satisfaction and clarify specific factors that affect customers when choosing a particular petrol station. These were customers of the petrol station of the Benzina network and the petrol station of the EuroOil network in Valašské Klobouky. The thesis describes the concept of the customer, characterizes the concept of services and the general interpretation of marketing research. Furthermore, the market of petrol stations in the Czech Republic is characterized, the key concept of franchising is explained and selected petrol stations Benzina and EuroOil are introduced. Marketing research was conducted in the form of an electronic questionnaire survey, individual, partially controlled in-depth interviews and structured observations. The data obtained in this way from the customers of both stations were subsequently analyzed and evaluated. According to the results of the research, customers are very satisfied with the petrol stations, especially with the offer of fuels and their price, the performance of the station staff or additional services. Customer comments were often directed to the offer of refreshments and drinks or the cleanliness of toilets. Although customers prefer to choose a Benzina petrol station for their purchase, none of the stations is endangered by competition. For these reasons, proposals and recommendations were prepared for both petrol stations, which are focused mainly on increasing awareness of station loyalty programs, toilet cleanliness or the offered assortment.