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Service Quality evaluation in fitness club Effect|Fitness & Wellness
Buchtová, Eliška ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Service Quality evaluation in fitness club Fit EffectFitness Wellness Objectives: The main goal of this thesis is to do a marketing research of service quality in fitness club Fit EffectFitness Wellness. The research is conducted using a questionnaire survey based on Brady's model. Another objective is to verify the reliability of individual questions in the questionnaire based on the results of statistical method of factor analysis. Methods: The primary method selected for this research was questionnaire with structure based on Brady's model. Another method of direct observation was applied in the environment of fitness club Fit EffectFitness Wellness. In addition, the structured interview with open questions was held at the fitness club to obtain basic background information. The statistical method of factor analysis was used to ensure the reliability of each individual question in the questionnaire. Results: The research results are represented in graphs, tables and classification crosses. Suggestions and recommendations were made for fitness club Fit EffectFitness Wellness according to the obtained results. Keywors: sport services, customer, quality, satisfaction, factor analysis
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TJ X3M Sokol Kralovske Vinohrady marketing mix and identify areas for improvement
Buchtová, Eliška ; Voráček, Josef (advisor) ; Štědroň, Bohumír (referee)
Title: TJ X3M Sokol Kralovske Vinohrady marketing mix and identify areas for improvement Targets: The purpose of this bachelor work is to analyze existing marketing mix of the floorball club TJ X3M Sokol Kralovske Vinohrady and to propose areas for improvement with the final goal of attracting customers as sponsors, current players, potential players spectators and fans. Methods: There was structured interview with open questions, held at the club to obtain basic background information regarding the club and current marketing mix - (Interview 1). Case study combined with document analysis and monitoring helped to analyse the club environment. Necessary information for analysis were also obtain with structured interview (Interview 2). PEST and source analysis were used to analyse club environment. SWOT analysis was used to summarize the current marketing mix. Results: The study revealed shortcomings in the marketing mix TJ X3M Sokol Královské Vinohrady, which can be seen especially in the club's merchandising, outdoor advertising, public relations and the accompanying program. Key words: sport marketing, non-profit institution, analysis, floorball
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