Měření spokojenosti zákazníků společnosti na B2B trhu

Abstract

This diploma thesis focuses on measuring B2B customer satisfaction at Hügli Food s.r.o. in the Food Service division. The theoretical part defines concepts of satisfaction, perceived value, and the specifics of B2B marketing. In the practical part, results from a questionnaire survey are interpreted using the IPA method. The research confirmed high overall satisfaction, identifying the professionalism of sales representatives as a key strength and delivery reliability as a weakness. Finally, proposals for price optimization, assortment expansion with nutritionally specific products, and stabilization of logistics processes are formulated. The results of the thesis can serve the company as a basis for streamlining distribution and strengthening customer loyalty.