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Ideal Customer Experience across generation
Frolíková, Štěpánka ; Vinopal, Jiří (advisor) ; Sieber, Martina (referee)
The thesis deals with differences in perception of customer experience between generations X, Y and Z. It focuses on how the representatives of generations represent the ideal course of the customer journey and how their expectations conflict with reality. The theoretical part summarizes the knowledge of generation issues and customer experience. The work deals with methods of measuring customer experience. The empirical part examines how customer experience changes based on the concept of X, Y and Z generations. The aim of this thesis is to show the differences between generations using in-depth interviews and mystery shopping. Research shows that generational differences in customer experience are not significant. However, the relationship with the bank as a financial institution manifests itself as different depending on the life stage of human life. Key words Ideal customer experience, generation, concept of generation X, Y, and Z, customer experience, in-depth interviews, mystery shopping
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