Analýza vlivu prostředí a atmosféry kaváren na zákaznickou zkušenost

Abstract

This bachelor thesis analyses the influence of coffee environment and atmosphere on customer experience. The theoretical part defines key concepts such as service marketing, servicescape, and sensory marketing, focusing on consumer decision-making models within the experience economy. The practical part is based on original quantitative research conducted through a questionnaire survey with a sample of 102 respondents. The aim of the study was to identify which interior elements - such as cleanliness, lighting, music, or staff professionalism - play the most significant role in evaluating service quality, and how these preferences vary depending on demographic characteristics and the purpose of the visit. The results of the analysis confirm that while cleanliness is perceived as a fundamental hygiene factor, elements such as design and atmosphere significantly influence emotional responses and customer loyalty. The conclusion of the thesis provides specific recommendations for coffee operators aimed at optimizing the environment and strengthening market competitiveness.