Analýza image Armády spásy v Ostravě

Abstract

The aim of the final work is to investigate and compare the image of the Salvation Army in its main interest groups which consists of employees, clients, and the public of the Ostrava city. The secondary objective of the research that focused on employees was their identification with the company culture. With regards to clients, the secondary objective was to learn about their satisfaction with the company and the public part focused on the knowledge of organization and communication. The theoretical part of the work describes the solution of image analysis. The practical part is based on research in the form of structured personal questionnaire divided in 3 parts, adjusted to the particular interest groups. The collected data were then analyzed and based on that analysis, the interest groups were presented the recommended steps to improve the image.