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Services to customer in selected shop
ZELNÍČEK, Vavřinec
Retail services represent a very wide range of activities can take many forms, and their importance may vary. In order to analyze these services had to be given the scale of this study selected a particular retail unit, which offers enough services, while here these services play a relatively important role. For this purpose, has been selected shop offe-ring consumer electronics, which is part of the electrical chain OKAY. The aim was to assess the current situation in the provision of services in the retail unit and on the basis of these findings then suggest suitable measures that could possibly help to improve this situation. During this analysis were determined range, as well as quality and prices of indivi-dual services. Services were assigned through a selected one of the operations in the pre-literature search, sales and after sales and distribution was carried out on paid and unpaid services. Some (mainly paid) services were then compared with the services offered by competing shop, located less than 2 km from selected retail unit. The data needed to perform this analysis was obtained on the basis of observation and investigation in the selected drive. Observations took the form of purchases from the position of the simulated fictitious customer. Subsequent investigation then took place in the form of an interview with sales manager and regional manager for electrical OKAY. Information thus obtained, were then used for the analysis, processing services. The next stage of investigation held, by individual consumers in the form of inquiry. The results of this investigation, then served as the basis for the development of synthetic parts of the analysis. Based on the shortcomings of the proposed measures, which should contribute to the improvement of services in selected retail unit, while it was recommended to introduce some new services that are currently in the shop of this type should not be missed. All these measures were designed to minimize impact on the cost of running the store.
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