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Spokojenost zákazníků s produkty dané společnosti ve vybrané lokalitě
KUPCOVÁ, Dagmar
The topic of this diploma thesis is customer satisfaction with specific company's products in a selected location. The AGROMĚŘÍN group and the Rynek store located in České Budějovice were selected, which will be described in more detail later. The goal of this diploma thesis is an analysis of consumer demand for products belonging to the AGROMĚŘÍN group and to assess satisfaction with their current range of products. The thesis consists of two parts. The theoretical part contains the concepts of personal sales, quality, customer and customer satisfaction. The importance of customer care, methods of measuring customer satisfaction, customer relationship management and how to approach the customer using traditional methods are also described. The diploma thesis also explains the essence of customer value, customer's purchasing decision making cycle, models of consumer behavior, types of purchases in connection with purchasing decisions and the typology of customers in terms of shopping behavior. At the end of this part, the post-purchase behavior of the customer and the methods of marketing research were clarified. The application part deals with brief characteristics of the AGROMĚŘÍN group and the Rynek store in České Budějovice. The thesis is also based on an analysis of customer satisfaction with AGROMĚŘÍN Group products and data collected using a questionnaire survey performed in the Rynek store in České Budějovice. At the end of the diploma thesis, based on the completed research, there are measures and recommendations for expanding the menu of dishes in the bistro and creation marketing promotional leaflets.
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