Měření spokojenosti zákazníků s vietnamskou prodejnou

Abstract

This bachelor's thesis deals with the measurement of customer satisfaction with a Vietnamese store. The goal of the work is to analyze the factors influencing customer satisfaction with this particular store and to suggest possibilities for improving the customer experience. In the introductory part of the thesis, the theoretical basis regarding the measurement of customer satisfaction and its importance for companies is presented. Various methods and approaches to measuring customer satisfaction are discussed here, as well as the factors that can influence customer satisfaction. The next part of the work focuses on the Vietnamese store and describes its specifics and offer. Key aspects that can influence customer satisfaction are also identified here, such as food quality, assortment, pricing policy, service and store environment. As part of the research proposal, a suitable methodology for collecting data on customer satisfaction is proposed. A questionnaire survey is chosen as the primary data collection method in order to obtain quantitative information about customer experiences and preferences. Subsequently, the results of the questionnaire survey are presented and analyzed. The data is graphically represented and interpreted with respect to the identified factors affecting customer satisfaction. At the end of the work, the entire research process is evaluated, its limitations and recommendations for future studies in the field of measuring customer satisfaction with Vietnamese stores are suggested. It was found that the price is not the most important thing for customers when choosing a place to buy food, and that the store's communication on social networks is not sufficient. The research shows that the vast majority of respondents are satisfied with this store.