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Outdoor Training Club's Marketing Communication
Soukeníková, Karla ; Šíma, Jan (advisor) ; Voráček, Josef (referee)
Title: Outdoor Training Club's Marketing Communication Goals: The aim of the thesis is to evaluate current club's marketing communication and come up with the suggestions of how to improve marketing communication, which would be benefit for the club and it helps acquire new potential customers. Methods: Electronic and written questionnaire, informal semi-structured interviews, document analysis. Results: Based on research and interview with the owner, I found that the current marketing communications is very weak and in terms of funds, it is necessary to focus primarily on its cheaper forms such as websites and social networks. The result of the work are suggestions for improvement of marketing communications. Keywords: marketing communication, communication mix, marketing, outdoor sports, social networks
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Loyalty of Prague fitness centers members
Soukeníková, Karla ; Šíma, Jan (advisor) ; Štědroň, Bohumír (referee)
Title: Loyalty of Prague fitness centers members Aim: Aim of my essay is to analyze loyalty of Balance Club Brumlovka customers. Methods: In my essay I have used quantitative research method - electronic questioning through Net Promoter Score. Questionnaires were sent through email to current Balance Club Brumlovka members and the whole process of data collection took around 2 weeks. The results were evaluated in computer software and well-arranged into graphs and charts. Results: As result I found out that most of Balance Club Brumlovka customers are very loyal. More than 25 % of respondents are members since establishment of this popular health club, which means for more than 7 years. My research was conducted among 492 respondents and most of them would recommend Balance Club Brumlovka further or they have already done so. The most important attributes in their decisions when choosing health club are atmosphere, professionalism of employees and quality of services. I have also attached recommendations and suggestions how to keep and exceed customers expectations and how to increase loyalty of balance Club Brumlovka members even more. Key words: Customer, customers loyalty, marketing research, fitness, Net Promoter Score, index of customers loyalty
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