Hodnocení kvality služeb a spokojenosti zákazníků v lázních

Abstract

The bachelor thesis is focused on evaluation of service quality and customer satisfaction in the spa using SERVQUAL method. The main target of the marketing research was to evaluate customer satisfaction in a spa company, and also to recommend measures that will lead to a better identification of factors that affect customer satisfaction. In the theoretical part the theoretical bases for measuring the quality of services are outlined. Furthermore, the characteristics of the spa services market are described, including the analysis of the macro-environment, meso-environment of spa companies and the characteristics of the analysed company. In the next chapter the methodology of data collection is described, using the PAPI method, which is divided into a preparatory and implementation phase. The application part includes the analysis of research results which contains the results of the SERVQUAL method, factor analysis and further examines the influence of gender and age on customer satisfaction. This part is followed by a chapter of structured proposals and recommendations resulting from the analysis of research results. The results of the marketing research showed that the actual perception of the provided services in the spa exceeded customer expectations in some areas, however, in summary, the provided services are on average in line with customer expectations.