Měření spokojenosti zákazníků maloobchodní sítě lékáren

Abstract

The thesis describes the theory of satisfaction, including methods of measuring of satisfaction, factors of measuring of satisfaction and the Position Map of Satisfaction and Importance. The theory of retail was described here too. With regard to the topic, the pharmaceutical market was characterized - the macroenvironment and the external and internal microenvironment of a specific pharmacy network. Subsequently, the work described the methodology of data collection - the preparatory and implementation phase. The aim of the research was to obtain data for subsequent analysis and customer satisfaction measurement of the choosen company. Quantitative research was chosen, specifically the CAWI method. The thesis contains tables with the classification of the 1st and 2nd degree and questionnaire. This all is in attachement of the thesis. Simple satisfaction measurement was used to measure satisfaction. For the selected factors, their relationship (in terms of satisfaction and importance) was expressed in the Position Map of Satisfaction and Importance. Based on the obtained and calculated data, proposals and recommendations were written.