Měření spokojenosti zákazníků franšízových ovocných barů

Abstract

The content of this bachelor thesis is focused on the analysis of customer satisfaction in franchise fresh bars. The first part of the work consists of the theoretical basis of customer satisfaction, marketing mix in services, franchising, and a description of two selected franchise companies UGO and Frutisimo. The second part of the work consist of the marketing research. The methodology of data collection is explained here, which was divided into a preparatory and implementation phase. In the preparatory phase was defined the problem, goal of the research and the type and method of the research. The implementation part described the implementation of individual research, research hypotheses, data collection or budget. In the next chapter were analyzed the results of the research. The results showed that customers are the least satisfied with the price. The results for both companies were compared together. It was found that customers are more satisfied with company Frutisimo, although customers visit more UGO’s fresh bars. Finally were created proposals and recommendations based on the obtained results to increase customer satisfaction. Specific proposals included staff training, the introduction of seasonal drinks or the expansion of Fruitisimo's franchise network.