Měření výkonnosti a konkurenceschopnosti internetového obchodu

Abstract

The aim of this diploma thesis was to evaluate the performance and competitiveness of a small online store and, based on the findings obtained, to propose measures leading to their improvement. The thesis focused on the company “ABC”, whose name was anonymized due to the protection of internal data. The theoretical part defined the concepts of performance and competitiveness, described the specifics of the e-commerce environment, and introduced the EFQM excellence model as a tool for organizational self-assessment. In the practical part, both quantitative and qualitative methods were used, specifically a customer questionnaire survey, application of the EFQM model, SWOT analysis, and competitor benchmarking. The results showed that the analyzed e-shop builds its position mainly on product quality, a personal approach, and a positive customer experience. At the same time, weaker areas were identified in the field of management systematicity, branding, operational error rate, customer orientation on the website, and work with customer retention. Based on the findings, recommendations were formulated focusing on the support of repeat purchases, improvement of operational quality, increased marketing efficiency, and the introduction of more systematic self-assessment using the EFQM model. The thesis also shows that selected principles of performance management can be applied in the conditions of a micro-enterprise without the need for extensive investments.