Budování zákaznické loajality prostřednictvím systematického zlepšování spokojenosti v řetězci rychlého občerstvení

Abstract

This bachelor’s thesis deals with customer satisfaction and loyalty in a selected fast-food branch. The main aim of the thesis was to analyze customer satisfaction and, based on the obtained data, propose measures to improve customer experience. A questionnaire survey conducted among 80 respondents was used to achieve this goal. The results showed that the key factors influencing customer satisfaction are service speed, food quality, cleanliness of the environment, and staff behavior. It was found that customer satisfaction significantly affects customer loyalty. The contribution of this thesis lies in identifying specific areas for improvement in practice.