Hodnocení spokojenosti členů vybraného sportovního areálu

Abstract

In the competitive business environment, it is crucial to understand customers and meet their needs and desires. The aim of this work is to evaluate the satisfaction of customers with the sports complex TJ Ostrava and assess the quality of the provided services. For this purpose, the SERVQUAL method and the RATER model for assessing individual factors are used. The marketing research conducted through a questionnaire survey includes one hundred respondents who visit the sports complex TJ Ostrava. The research results show partial dissatisfaction of customers with the services, especially in the areas of assurance, responsiveness, reliability, and tangible resources. The proposed optimization model suggests that with the available financial resources, changes could be made up to 84%, thereby increasing overall satisfaction with the sports complex TJ Ostrava.