Měření spokojenosti zákazníků se službami fitness centra

Abstract

The author of this bachelor thesis addresses the measurement of customer satisfaction with the services of Simply Fitness fitness center from the perspective of a long-term collaborator. The theoretical part discusses the dependence of loyalty on customer satisfaction, which is stimulated by the quality of the services provided. The research part was performed through online and paper survey, based on which data from a total of 183 respondents (126 men, 57 women) were obtained. The data were processed using Microsoft Excel software version 2402 and subsequently interpreted using the CWQ (customer window quadrant), which showed that customers are predominantly satisfied with the factors that are truly important to them. From the factors that were rated worse, suggestions and recommendations emerged, the main essence of which is to increase overall customer satisfaction. Therefore, the author proposes interventions in cleanliness of social facilities, benefits for association members, or for example, the introduction of referral marketing. The final evaluation of the data largely does not contradict the pre-constructed SWOT analysis, and therefore the author´s evaluation of these aspects of the company is objective.