Měření spokojenosti zákazníků s mlékárenskými produkty

Abstract

The aim of my diploma´s assignment is to find and assess key factors of customers´ satisfaction / dissatisfaction with dairy products offered and provided by Mlékárna Valašské Meziříčí, s.r.o. Company on customer market and to advise on solutions and recommendations which will help the Company improve and extend its currently offered products and thus to increase satisfaction of both its customers and the Company. In order to obtain essential information I have applied marketing research-method of oral and written questionnaire. An assessment method based on ordinal scale was used for measuring customers´satisfaction with the Company´s products and services. The preface dealt with Mlékárna Valašské Meziříčí, s.r.o. Company characteristics, its products which the Company offers and provides to its customers. I have analyzed its environment as well as internal and external Company factors. The theoretical part dealt with analysis of marketing mix, with customers´ issues - their satisfaction and methods of its measurement. The practical part focused on marketing research and assessment of its outcomes including suggestions and recommendation which could improve quality and expand the current range of goods and could also lead to a better satisfaction of Company customers´ needs and requests.