Porovnanie kvality služieb kaviarní v nákupnom centre

Abstract

The aim of this bachelor thesis is to provide a detailed overview of the quality of service in the cafés of the Laugaricio shopping centre in Trenčín. At the same time, the aim is to find out which café provides the best service, what are the strengths and weaknesses of the cafés. Based on this, recommendations will be proposed to improve the services of the cafés. In the theoretical part, service marketing is defined, the characteristics and divisions of services, what the marketing mix includes and what is the consumer's purchasing decision process. Subsequently, the coffee market, its history, trends, market situation, coffee growing countries and the Slovak coffee market are described. In the practical part, the mystery shopping method was used to obtain data. The research was conducted during two weeks in January. Mystery shoppers entered the establishments separately and at different times, during weekdays. The research was followed by an analysis of the results. The results showed where the coffee shops excel and what their weaknesses are. Based on this, recommendations were proposed that would lead to improvements in the services provided in the cafés. These recommendations could serve to increase customer satisfaction and could also provide important information for the owners of the establishments to improve their position in the market.