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Management of Stakeholder Satisfaction with Service Quality of Higher Education Institutions
Schüller, David ; Koráb, Vojtěch (referee) ; Světlík, Jaroslav (referee) ; Spáčil, Vojtěch (referee) ; Chalupský, Vladimír (advisor)
This work focuses on the management of university stakeholder satisfaction with the service quality of these institutions. It examines the links between satisfaction, stakeholders, and service quality. This work deals with different approaches and methods of service quality satisfaction measurement and the emphasis is placed especially on tertiary education. The following goals and hypotheses were formulated on the basis of theoretical knowledge obtained from scientific publications. The main aim of this work is to suggest a new model for management of stakeholder satisfaction with the service quality of tertiary institutions. The second main aim is to suggest a new method of analysis of student satisfaction with the service quality of tertiary institutions. There is a close connection between both main targets and students are considered as clients in this dissertation. Hypotheses and sub-goals are also closely related to the main aim. They are formulated in such a way as to help reach the main targets and verify the suggested method in practice. For instance, the identification of stakeholders of tertiary institutions is one of the sub-goals of this work and its accomplishment significantly helped to fulfil the main targets. The sub-goals are also focused on the area of marketing communications. Marketing communication is the integral part of the suggested model for management of stakeholder satisfaction with the service quality of tertiary institutions. Therefore, one sub-goal is to formulate a set of recommendations which will improve marketing communication of tertiary institutions with their stakeholder. The author produced this dissertation on the basis of theoretical knowledge from scientific literature written by Czech and foreign authors and also conducted research. The primary research was done using the following techniques: individual interviews, focus groups and a (questionnaire) survey. The results of the primary research were analysed using the applications Microsoft Office Excel, Statistics and QC. Expert.Microsoft. The data analysed from the primary research was used to define the importance of individual stakeholders within the suggested model of satisfaction management. On the basis of the results provided, the criteria was identified and then used to evaluate their importance for measurement of student satisfaction with service quality. Moreover, the results obtained by primary research enabled the statistical verification or refutation of the hypotheses of the dissertation.
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Marketing Management of a Company
Hojstričová, Ivana ; Bielčiková, Iveta (referee) ; Chalupský, Vladimír (advisor)
This master thesis focuses on analyzing the marketing management company Diplomat Dental Ltd. The aim of this work is to analyze the application of marketing management in the company and considering the facts suggest solutions that will lead to an increase in marketing activities and the total company running. The company is analysed from the internal and external aspect through marketing analyses as marketing mix, value chain analysis, SWOT analysis, SLEPT analysis and others.
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The Proposal of a New Market Entry Strategy
Bláhová, Veronika ; Jenčo, Josef (referee) ; Chalupský, Vladimír (advisor)
In the master’s thesis is presented a draft marketing strategy of entering to new geographic market for the company Kili, s.r.o., which sells materials for the manufacture of furniture, equip interior and construction. The objective of the thesis is to develop a proposal to open a new branch in selected location including a description of the marketing mix. The proposed section will be preceded by a summary of theoretical knowledge and analysis of the contemporary conditions of the company, focusing on internal and external business environment.
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Increasing the Effectiveness of Marketing Effort by Experimental Testing Methods
Lorková, Kristína ; Luhan, Jan (referee) ; Chalupský, Vladimír (advisor)
The thesis analyses the customer behavior of Kiwi.com, a global online retail company for booking flights and proposes marketing interventions to increase the conversion rates in various customer segments. The effectiveness of new behavioral interventions is tested against current marketing efforts using experimental A/B methods. Additionally, areas for further improvements are explored and a design of future product features and marketing behavioral interventions is proposed.
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The Analysis of Real Estate Agencies Perception
Peťa, Tomáš ; Gavlas, Ondřej (referee) ; Chalupský, Vladimír (advisor)
The diploma thesis is focused on the area of real estate agents. It deals with the analysis of awareness of the real estate offices with direct targeting on the real estate company Gaute a.s. It identifies the current situation on the real estate market and the respondents' satisfaction with the services offered. In the theoretical part, the reader is made familiar with key concepts related to the topic, followed by the analysis, which is composed of the performance of Gaute a.s. preparation questionnaire and evaluation. Based on the findings recommendations are proposed, which will serve to raise awareness of the real estate office.
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Marketing Concept Utilization
Pešek, Tadeáš ; Maštera, František (referee) ; Chalupský, Vladimír (advisor)
The goal of the bachelor thesis is to perform analysis of usage of the GRD servis, Ltd.’s communication tools and based on the analysis to suggest accurate communication mix based. Theoretical part focuses on general theory of the marketing communication, whereas analytic part uses that theory to analyse the current communication tools of the company. After the results are evaluated in the analytical part, the recommendations part offers suggestions for improving the communication mix of the GRD servis, Ltd. company.
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