Analýza spokojnosti zákazníkov spoločnosti s rýchlym občerstvením

Abstract

The aim of this bachelor's thesis was to find out the customers´ satisfaction with the fast food company and alternatively identify the reasons for the dissatisfaction and suggest possible solutions. In the thesis the fast food market, franchising and customer satisfaction were described. The author chose specific franchise company Los Capolitos and compared the satisfaction of customers within their two branches in Ostrava. The research was performed also for the period of time affected by the COVID-19 pandemic. The goal of the bachelor's thesis has been fulfilled. For data collection, the quantitative methods were used, specifically the CAWI method and the CAPI method. These two methods were chosen due to the higher respondents reach. Based on the results, it can be stated that during the COVID-19 pandemic the company's visit rate has decreased. On the other hand, the orders via delivery companies and mobile phones has increased. The main findings represent the results from the positioning map, where the customers‘ satisfaction with services before and during the COVID-19 period was compared. Before the COVID-19 period, average customers‘ satisfaction with services was 93.1% and during COVID-19 was 87.5%. The difference between services can be seen from the positioning map. Resulting from the analysis, the thesis includes the suggestions and recommendations that would help to increase customers‘ satisfaction. The recommendations were supplemented with proposals from the author based on the internal sources.