Měření spokojenosti zákazníků zábavných kvízů

Abstract

The bachelor thesis focuses on measuring customer satisfaction in the entertainment quiz market, specifically among participants of the "Chytrý kvíz" brand. The primary objective of the work is to evaluate the current level of customer satisfaction based on a questionnaire survey. The theoretical part defines the pillars of services marketing, consumer behavior, and customer satisfaction measurement methodologies. The practical part analyzes the results of the questionnaire survey, examining respondent motivations for participation, frequency of visits, and evaluations of game aspects such as question quality, host personality, and the technical facilities of branches in Opava and Ostrava. Although the survey results confirm high overall satisfaction, they also reveal areas for improvement, particularly in question clarity and service standardization. The final part of the thesis presents a set of specific recommendations for the brand management, including the implementation of a loyalty program and multi-stage editorial content control, aimed at strengthening the brand's position in the entertainment services market.