Měření spokojenosti a věrnosti zákazníků kosmetické značky

Abstract

This bachelor's thesis deals with the issue of customer satisfaction and loyalty to the Manufaktura brand, which specializes in the production of Czech natural cosmetics. The aim of the thesis is to evaluate the perception of individual aspects of satisfaction and the level of loyalty to the brand and subsequently propose recommendations leading to increased satisfaction and strengthening the relationship with customers. The theoretical part is devoted to consumer behavior, the customer's decision-making process and factors influencing their purchasing decisions. The concepts of satisfaction and loyalty are also described, as well as how they can be measured. The second chapter, the theoretical part, characterizes the natural cosmetics market in the Czech Republic and the specific Manufaktura brand, including its history, target group and marketing strategy. The practical part of the thesis is based on quantitative research in the form of a questionnaire survey. Based on the analysis, several areas with potential for improvement were identified. The output of the thesis are specific proposals that could contribute to improving customer satisfaction and increasing their loyalty to the Manufaktura brand.