Analýza vlivu marketingové komunikace na spokojenost zákazníka v mezinárodním prostředí

Abstract

The aim of this bachelor’s thesis was to analyze how the marketing communications of Truss Aluminium Factory (TAF) influence customer satisfaction and attitudes in an international B2B environment. To achieve this objective, a questionnaire survey was distributed via the company’s email database, yielding 152 completed questionnaires from respondents in Europe, the Middle East, and Africa. The data were analyzed using first- and second-order clustering, with the region of operation serving as the clustering criterion. The results showed that TAF’s marketing communication is perceived by customers as predominantly positive. Overall satisfaction with online communication reached an average rating of 4.07, professionalism of communication 3.95, and willingness to recommend the company 3.88. Customers consider personal contact, email communication, and the website to be the most important communication channels, but regional preferences differ somewhat. Based on the findings, recommendations were formulated aimed at strengthening direct communication, optimizing email communication and the website, and expanding video and expert content with regard to the specifics of individual geographic markets.