Měření spokojenosti obyvatel s marketingovou komunikací obce

Abstract

The topic of this bachelor 's thesis is to determine the satisfaction of residents with the marketing communication of the municipality Pustějov. The main objective of this thesis is to identify to what extent are residents satisfied with the marketing communication of the municipality and based on this feedback, to define proposals and recommendations for its improvement. The sub-objectives include determining the satisfaction of residents with selected communication channels and specifying the satisfaction of certain groups of residents with the municipal communication. Primary data used for this research was obtained from a questionnaire survey that was answered by Pustějov residents aged fifteen and older. The research revealed that municipal websites are rated below average and that residents prefer other sources of information than websites, where all information should be available. Amongst the selected communication channels, the local newsletter is rated the highest, and its readership is at very high level. Proposals and recommendations for increasing resident satisfaction with the marketing communication of the municipality are outlined in the last chapter of this bachelor thesis.