Spotřebitelské chování při výběru leteckých společností

Abstract

This master’s thesis focuses on the analysis of consumer behaviour in airline selection. The aim was to identify key factors influencing passengers’ decision-making when purchasing flight tickets. The theoretical part is based on concepts of consumer behaviour and services marketing, while the empirical part relies on a combination of a questionnaire survey and in-depth interviews. The research also includes a comparative analysis of online flight search engines, allowing the assessment of differences in offer presentation and their impact on user decision-making. The analytical part is followed by proposals and recommendations aimed at optimizing airline marketing activities, particularly with respect to more effective communication of offers and better alignment of services with customer preferences.