Měření spokojenosti zákazníků se zdravotní pojišťovnou

Abstract

The main theme of this thesis is Analysis of customer satisfaction with VZP. The aim of this study is to determine satisfaction with various attributes of marketing mix in the process of providing health insurance. From obtained results subsequently propose measures and recommendations for the factors with which respondents are not satisfied and the factors that appear to be weak. Technique used to obtain the necessary data is marketing research, concretely the method of personal questioning. Selective sample was set to size of 200 respondents. The results of research revealed three most problematic areas, which are offer and range of products and services, communication and promotion of services and processes associated with providing services. For these areas were suggested measures and recommendations that should contribute to improvement of their current situation.