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Consumer engagement in business practice
KECLÍKOVÁ, Klára
This thesis deals with the topic of customer engagement in business practice. There are two main parts of the thesis - theoretical and practical part. The theoretical part is focused on the description and presentation of all information related to the issue of customer engagement in business practice from relevant professional publications, articles or Internet sources. The practical part focused on qualitative and quantitative research. First, a content analysis of current engagement tools was conducted, from already available sources. Subsequently, quantitative research was carried out, through a questionnaire survey in which 201 questionnaires were collected. It also included qualitative research, in the form of individual semi-structured interviews. The data collected was then used for more detailed analysis. Based on the analysis of the current status, trends, preferences, findings and insights, additional customer engagement tools were developed and proposed to the business to lead to higher customer engagement.
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