Měření spokojenosti zákazníků franšízových kaváren

Abstract

The main goal of my bachelor thesis was customer satisfation measurement of the franchised coffee companies. The intention of the whole work was to evaluate, on the basis of the obtained information, which of the companies achieves a better position on the market and have more satisfied customers. A method of questionnaire and observational survey was used to obtain the necessary data. According to the obtained results, proposals and recommendations were determined for each coffee company separately. The recommendations mostly concerned the area of marketing communication, more specifically in the area of outdoor advertising, promotion on social networks and sales support. In the end, the costs required for implementation were determined for each proposal.