Měření spokojenosti zákazníků maloobchodního řetězce

Abstract

This bachelor’s thesis focuses on measuring customer satisfaction within the environment of a retail chain, specifically using the example of the company Kaufland. The aim of the thesis was to analyze the level of customer satisfaction and identify the key factors that influence it. The theoretical part of the thesis defines concepts such as customer, satisfaction, loyalty, and methods of measuring customer satisfaction. In the practical part, a quantitative survey was conducted, and the results were processed using the importance–satisfaction model. Based on the findings, recommendations were proposed to improve the customer experience and strengthen customer loyalty.