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Marketing Research of the Customer Satisfaction in CrossFit HomeTown.
Baborová, Klára ; Ruda, Tomáš (advisor) ; Šíma, Jan (referee)
Title: Marketing Research of Customer Satisfaction at CrossFit HomeTown. Methods: For this thesis, a questionnaire has been used as a quantitative method, specifically the SERVQUAL method to assess the level of customer satisfaction. An in- depth interview has been used to obtain information about the gym. Objective: The aim of this thesis is to find out customer satisfaction for CrossFit HomeTown in Prague and recommend possible changes leading to higher customer satisfaction based on the obtained results from the research. Results: The results of the customer satisfaction research for CrossFit HomeTown show, that not all researched areas fulfil the customers' expectations. There were certain limitations in promotional materials -0,44; lectures beginning on time -0,5; willingness to solve problems -0,41 and interest in customer needs -0,55. Total final gap attains a negative degree of -3,18. The first recommendation is to improve promotional practices. Firstly, the gym should improve their website, mobile application and YouTube channel. Second recommendation is to implement a text-message informational system, through which the gym would notify the customers in case the start of their session has been postponed. Thirdly, with willingness to solve problems, the gym should consider doing a...
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