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Mystery shopping
Vašíčková, Denisa ; Hesková, Marie (advisor) ; Žilková, Alena (referee)
The aim of the paper is to render the usage possibilities overview of the marketing survey method called Mystery shopping in testing the service quality provided to customers. The outputs of the survey should provide the information about organizational process' weaknesses and qualities used in contact with the customer. Based on these findings, the entity is enabled to accept such steps as to improve the quality of the services provided.
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Mystery shopping and its use in pharmacy
Klusáčková, Jana ; Vávra, Oldřich (advisor) ; Šojdel, Václav (referee)
This diploma thesis deals with a research method that is called mystery shopping. The objective is to introduce of this method, its application in practice, interpretation of results and subsequent proposal of recommendations. Marketing research and the main parts of the research process are in diploma thesis defined. A conception mystery shopper, mystery story are also explained and phases of imaginary shopping are taken to part. The application part is realized through mystery shopping in 42 pharmacy in Prague. The study observes the four chain pharmacy Phramaland, Dr. Max, Lloyds a and Schlecker and focuses on their approach to potential customers and evaluation of quality sales. Recommendations for pharmacy are given according to the analysed results. The closure summarizes the important findings of the thesis.
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Marketing research during development of the shopping centre Černý Pelikán
PETERKOVÁ, Pavla
Master's thesis "Marketing research during the development of the Black pelican shopping centre" deals with the use of marketing research in the preparatory and the operational phase of the project Black Pelican shopping centre. The shopping centre is to be completed in the downtown of the České Budějovice in 2011. Theoretical part of the thesis dealing with the basics of marketing research is followed by the marketing research analysis during the preoperational part of the project. In this analysis, particular emphasis is set on the methodology of the carried out studies and on the summary of the importance of the marketing research in the project of Black Pelican shopping centre.. Next part of the thesis deals with the importance of the marketing research since the opening of the commercial gallery Black Pelican. . Beside the specific research studies that are proposed in this part of the thesis and that should be implemented, their organizational backup is also described.
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Mystery shopping in the field of mortgages
Seifert, Aleš ; Půlpánová, Stanislava (advisor)
This work deals with the topic of Mystery shopping -- a quality research service. Mystery shopping is a tool, that is used to collect specific information about products and services in various sectors. In case of this work mystery shopping was applied to the domain of mortgage loans. Bank consultant is the first person and usually also the only one contact for the client who comes to the bank. Therefor it is him who forms and mostly can influence the customers final decision. The main goal of each bank is to attract new clients of course. That's why each bank consultants should adopt professional behaviour, polite manners and act the way that could interest new client to agree with the offer of the bank product. Issue of bank consultant profile and business meeting are described in chapter one and two of this work. The second part than brings the issue of mystery shopping on a practical level. It also involves research that was carried out on a selected group of bank institutions. This parto of work also brings evaluation of research and concrete recommendations. On the base of research called mystery shopping taskmasters gain feedback on the functioning of their institutions. Learning experiences (both positive and negative) can then be used to improve the relationship with clients.
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Financial planning at bank counters.
Sameš, Petr ; Zámečník, Petr (advisor) ; Smrčka, Luboš (referee)
The aim of this work is through a fictitious purchase ("Mystery shopping") to assess the quality of financial counseling, commercial banks provide free of charge at the counters of their branches. In order to carry out a proper research it was necessary to create a fictitious client with specific financial situation and future goals. As an outcome, the client should be provided with a plan comprehensively tackling his financial situation. Individual financial plans are evaluated according to predetermined parameters of quality. A comparison of completed financial plans with what the banks publicly present is included in the thesis.
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Analysis of chosen Marketing Mix Tools in the ČPP
Křížová, Zuzana ; Vávra, Oldřich (advisor) ; Voráček, Jiří (referee)
This bachelor thesis deals with the application of marketing in the insurance industry. The thesis is divided into two parts -- theoretical part and practical part. The first part of the thesis is focused on the theoretical knowledge of marketing and insurance sector. The theoretical knowledge is used to evaluate application of Marketing Mix Tools in the ČPP.
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Analysis of mobile operator´s marketing communications on the Czech market
Šojdel, Václav ; Král, Petr (advisor) ; Tyl, Ondřej (referee)
The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.
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Marketing mix of fitness Spot Centrum Budokan
Růžová, Monika ; Procházková, Markéta (advisor) ; Šádek, Milan (referee)
The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.
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Impact of the development and training of employees on the business results of the company
Táborská, Barbora ; Formánková, Dana (advisor) ; Hiltavská, Michaela (referee)
Předmětem diplomové práce je hodnocení dopadů vzdělávací akce uskutečněné v jedné z významných finančních institucí v České republice. Postup hodnocení vychází z amerického modelu, jehož základní charakteristiky jsou vyzdvihnuty v teoretické části. Praktická část práce se zabývá samotnou analýzou vlivu vzdělávaní, která byla provedena na základě interních dat šetřené společnosti a výsledků provedeného výzkumu. Závěr práce se věnuje zpětným vazbám osob, které byly v šetření zahrnuty, a možným návrhům na zlepšení současné situace v dané společnosti.
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Analýza bankovních služeb pomocí metody mystery shopping
Lehovcová, Jana ; Malý, Václav (advisor) ; Švagrová, Gabriela (referee)
Spojením oblastí marketingového výzkumu a analýzy spokojenosti klientů v bankovním sektoru vznikla práce se jménem "Analýza bankovních služeb pomocí metody mystery shopping". Práce je spojením teoretického úvodu a praktické části rozdělěné do dvou oblastí, jimiž jsou dotazování bankovních klientů a mystery shopping provedený na pobočkách bank. Cílem práce je zjistění míst nižší spokojenosti bankovních klientů a navrhnutí opatření vedoucích k zvýšení této spokojenosti.
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