Hodnocení kvality služeb autoškoly

Abstract

This bachelor’s thesis focuses on the evaluation of service quality provided by Autoškola Olda. The main aim of the thesis is to assess the quality of these services using the SERVQUAL model and thereby identify strengths and areas for improvement. The thesis consists of two parts, namely a theoretical and a practical part. The theoretical part deals with the issue of services marketing and its specific characteristics. It also focuses on the SERVQUAL model, which forms the basis for the subsequent analysis in the practical part. Data were collected through quantitative research conducted in the form of a questionnaire survey among current and former clients of the driving school. The results of the analysis showed an overall high level of service quality, with strengths identified mainly in the area of instructors’ approach and customer orientation. On the other hand, minor shortcomings were identified primarily in the area of tangible elements of the service. Based on these findings, specific recommendations aimed at improving service quality and strengthening the competitiveness of the driving school are formulated in the conclusion of the thesis.