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Mystery shopping
Valcha, Radim ; Hesková, Marie (advisor) ; Opolcer, Lukáš (referee)
Theme of dissertation is use of marketing research Method Mystery shopping, at problem of testing quality of service, which are served up the clients at bank. General motivation for author, depending up claims of corporate management, is purchase of compacted look at work procedures by advisers, discovering of troubled points and koncept for upgrading for the future. At theoretic part, autor is intending about connecting strategic management and marketing. Then he digests basic processes, segmentation and methods of marketing research, forcefully at method of mystery shopping. At analytic part of dissertation, autor is using varied marketing analyses for presentment of compact eye at these company, which is needfully required for comparing with marketing research returns. In the mids of usable methods belongs especially SWOT analyse, Porter 5F model, PEST analyse and BCG analyse. Then author sketchs out basic marketing corporate strategy, depending up received returns. At project part, autor is specifies basic claims for marketing research at first, including assemblage of question blank and advetirsing schedule of several offices. By the help of verbal specification and pointwise rating is autor gaining compact view at proceedings by advisers with clients. At result, autor is charging with gains of method Mystery shopping for advisors activity at the time.
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Marketing research of customer care in the field of women's underwear
Doubková, Klára ; Horová, Olga (advisor) ; Konarovská, Helena (referee)
The bachelor thesis inquires into the customer care in the field of women's underwear and focuses primarily on helpfulness and sale skills of the staff, the specialized knowledge of the staff and the assortment of offered goods. The marketing research was based on the mystery shopping method in seven selected retail stores selling underwear. Seven independent instructed model customers participated in the mystery shopping. The research clearly shows that the staff employed in the stores is pleasant, but untrained, and the offered range of goods is definitely not able to satisfy all women. The situation is most critical in big chain stores.
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Mystery shopping: Use and optimization methods for a particular organization in the Czech Republic
Křišťál, Jaroslav ; Král, Pavel (advisor) ; Polanecká, Šárka (referee)
The thesis is focused on the research method of Mystery Shopping, used for anonymous and impartial evaluation of service quality and customer service. In the theoretical part I will examine how and why the method is used, what is the procedure for its application and how the results are then interpreted. An important part is the ethical codes that are specific to this method. In the practical part I will use theoretical areas of knowledge which will then be applied into practice. In the selected company measures of the level of customer service are examined with the just-mentioned method. After the research I was able to reveal the company's management strengths and weaknesses in customer care, and advise them on which areas should be addressed in the next period. I also suggested ways to optimize methods for the mystery shopping company to give better information about the company's management level customer service to stores.
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Differences in shopping behaviour of men and women in the czech retail marketplace
Zabloudilová, Pavlína ; Průša, Přemysl (advisor) ; Bachmann, Petr (referee)
The theoretical part of this bachelor thesis is focused on meaning of the shopping behaviour particularly on the predispositions and the buyer decision process. These factors create the black box of buyer in general. On the basis of the available secondary data and observation are analysed in the practical part of the thesis the general differences of men and women, the differences in shopping in the supermarket or on the internet as well. The thesis also involves a marketing research, which was realized with the help of questionare. The questionare inquire into the differences in shopping behaviour of men and women in the czech retail electro-marketplace. In the end was effected the mystery shopping.
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Evaluating the effectiveness of educational program focused on business skills in an international company
Slabá, Martina ; Jarošová, Eva (advisor) ; Franková, Emilie (referee)
The thesis deals with the human resources development and education of employees in an international company, preparation and conduct of a particular educational program and especially its evaluation. Thesis consists of theoretical, methodological and practical part. The theoretical part focuses on the benefits of employees' training for the company. It shows the system of business education and his creation. Furthermore, it analyzes all 4 phases of development of the educational system and concentrates mainly on the last stage of the system, the evaluation. Evaluating the effectiveness of education in the company can be accomplished by using a variety of methods. These are the supporting points for the analytical part and the actual evaluation. Methodological section describes the methods which were used for research, the survey sample and data collection. Moreover, the hypotheses are set here. Their validity is verified by analyzing outcomes of the investigation at the end of the thesis. The practical part introduces Komerční banka a.s. as a company and the Human resources department as a major creative element of educational system in the organization. It gives an idea of the process of creating specific training in the KB, its progress and participant's feed-back on it. In the analytical part, here comes the rare evaluation of outputs gained from mystery shopping method and on-line questionnaire. Based on the previous results, the validity of hypotheses is determined and positive and negative aspects of the educational events identified. Following stand the recommendations and suggestions raised by the author.
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Mystery shopping - Comparison Douglas vs. Sephora
Homola, Martin ; Zamazalová, Marcela (advisor) ; Šojdel, Václav (referee)
A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.
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Possibilities and limits of the method of Mystery Shopping - in the selected area
Rýparová, Kateřina ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
This thesis deals with the mystery shopping, which is described from a theoretical and practical point of view. For its application in practice has been chosen area of Czech mobile operators. Telecommunications market in the Czech Republic points to a highly competitive environment. The aim of the work will be understanding and comparison of the advantages offered services and customer access levels for O2, T-Mobile and Vodafone in terms of three different clients (pensioners, students and entrepreneurs). As a result, this work should provide recommendations on what type of customer should each operator to focus the media with regard to perceived competitive advantage, and on what segment would in turn be incorporated into the future.
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Consumer protection in Insurance sector
Halecký, Lukáš ; Ducháčková, Eva (advisor) ; Daňhel, Jaroslav (referee)
The main aim of this diploma thesis is to focus on the protection consumers in insurance sector. The thesis gives us an approximation on development and attitude to protection of consumers in accordance with the development of conditions for the function of insurance in market economy after year 1989. Subsequently, the thesis focuses on the research of legislative conditions, the charge of market control and the special level of financial agents. Eventually, at last but not at least the thesis focuses on financial literacy of consumer himself. The theme of the proper research is an evaluation of the proposal transparency's field. Particularly, this research contains products of investment capital insurance, here is shown proficiency of financial consultants, given information and stumbling blocks that are connected with complex solution. Conclusion deals with the interpretation of entire evaluation based on acquired information.
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Analysis of student bank accounts using the method of Mystery Shopping
Maňourová, Kateřina ; Horová, Olga (advisor)
Subject of this Bachelor's Thesis is analysis of student bank accounts in Czech republic. The main target was to asses the best student bank account in the country. Best bank account was evaluated based on financial convenience and on the quality of services provided by particular banks. The Thesis is divided into two parts. Theoretical part generally specifies basic concepts used to deal with this subject, is focused on protecting consumer banking and defines marketing research. Practical part describes process of research undertaken in various banks in Czech republic using the method of Mystery Shopping and furthermore contains it's results and recommendations. The outcome of this research is an overview of student bank accounts and their comparison by means of model examples.
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