Měření spokojenosti zákazníků v oblasti módy

Abstract

This bachelor's thesis focuses on measuring customer satisfaction in the fashion industry, using the brand Zara as a case study. The aim of the thesis is to analyze the level of customer satisfaction and identify the key factors influencing purchasing decisions and brand commitment. The theoretical part discusses models of satisfaction measurement, psychological aspects of consumer behavior, and marketing research methods. The practical part is based on a quantitative questionnaire survey. The results indicate that customers especially appreciate the design and trendiness of Zara’s products, while the quality of some items and customer service are perceived as weaker aspects. Based on the findings, specific recommendations are proposed to enhance the customer experience and strengthen customer loyalty. The thesis offers a clear overview of consumer preferences and expectations in the fast fashion sector and may serve as a foundation for future marketing decisions.