Měření spokojenosti zákazníků franšízových prodejen DIY

Abstract

The bachelor‘s thesis deals with measuring customer satisfaction in two franchise stores of the OBI company. OBI stores in Zlín and Ostrava-Zábřeh were chosen for the research. The aim of the work was to achieve a sufficient amount of data for next evaluation of customer satisfaction in these DIY stores. The aim of the work was achieved by online questionnaire survey and several individual in-depth interviews. The analysis of the data showed that customers are mostly satisfied with these stores. Research has shown that customers are highly satisfied with the cleanliness of the stores, the assortment offered and the car parks located near the stores. Moreover, the responders were very satisfied with the availability and equipment of the branch in Ostrava. It was found that customers in stores lack a richer selection an assortment for animals or of flowers and woody plants. On the top of that insufficient promotion of OBI stores in the Internet environment was also found. As these are franchise stores, the author suggests such recommendations which could contribute to increasing customer satisfaction throughout the OBI chain store.