The objective of this thesis was to evaluate the standard of marketing planning in social services facilities established by the citizens? association o.s. Prevent. The objective was to find out whether such planning is performed and, if so, how and in which areas. In my research I focused on identification opportunities, risks, weaknesses and strengths of the individual facilities by means of a situation analysis, which enables to set the main pillars of the future marketing strategy. Further, I evaluated the provided services by interviewing a user of the services about the quality of service provided by o. s. Prevent facilities. The research was performed in facilities providing services in the drug addiction area on the territory of the South Bohemian region. Marketing as such was always primarily used in the profit sector. Currently, however, it has also entered the sector of non-profit organizations. The process is often accompanied by skepticism, which is based on a superficial view of the purpose of marketing management and also on the dominant position of the service providers in the region which means that they are not sufficiently motivated to use marketing. The method used for the research was collection of qualitative data. The data were collected by means of non-standardized questionnaires. Another research technique was interviewing. Additionally, directors of the individual facilities filled out tables for the situation analysis and clients of the facilities filled out non-standardized questionnaires with open questions. The research has shown that the individual facilities fail to use in their planning the structured mechanisms of marketing planning. Their planning is based on the necessity to meet requirements set by the law and in many cases their approach to the planning is rather intuitive. The quality of planning then depends on capabilities of directors of the individual facilities. A strong motivation element in favor of development of marketing strategies of the facilities might be the lack of financial means. On the other hand, the lack of funds also threatens introduction of new marketing activities in those facilities. Therefore it is necessary to think about the ways of effective generation of funds by their secondary economic activities. The research has confirmed the client´s satisfaction which is a significant indicator of quality of the provided services and of properly performed work by the facility. However, for a more efficient comparison comparative studies should be performed comparing the services with those of other facilities of similar type; this is the only way to prepare the facility for the ever more competitive market of providers of the services in the future. For the future structured planning it is essential to set some objectives. The objectives should be as specific and detailed as possible. The objectives should be measurable and comparable as only such objectives will enable to work on an effective and long-term strategy for the facilities.

Esta tese tem como objetivo central analisar a violação e recuperação da confiança do cliente na empresa após a recuperação de uma falha malsucedida – situação de duplo desvio. No escopo do objetivo central, é verificado o efeito intensificador da violação da confiança oriundo do duplo desvio; o efeito que a promessa de não recorrência das falhas e o pedido de desculpa, enquanto táticas de recuperação, possuem na confiança; o papel das atribuições de competência e integridade para explicar os efeitos das táticas de recuperação da confiança; e o efeito moderador tanto do tipo de violação da confiança quanto da distância temporal entre a ocorrência do duplo desvio e a inserção da tática, na relação entre a tática de recuperação e a confiança. Para verificar estes efeitos, quatro estudos experimentais foram operacionalizados. Os resultados do primeiro estudo indicam que a violação da confiança é maior após o duplo desvio, comparativamente com o nível de confiança identificado após o desvio simples. No segundo estudo, a possibilidade de recuperação da confiança por meio da promessa de não recorrência das falhas e do pedido de desculpa foi verificada. Os resultados deste segundo estudo indicam que tanto a promessa quanto o pedido de desculpa geram níveis mais elevados de confiança na empresa que a condição de controle (sem tática alguma) e outras duas táticas de recuperação da confiança utilizadas. Além disso, o estudo dois também apresenta que os efeitos das táticas de recuperação na confiança são totalmente mediados pelas atribuições de competência ou atribuições de integridade. No terceiro estudo, os resultados indicam que a efetividade da tática de recuperação depende do tipo de violação da confiança a que o sujeito foi submetido, sendo que a promessa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na competência, enquanto o pedido de desculpa gerou níveis mais elevados de confiança quando a violação da confiança foi baseada na integridade. No último estudo experimental, os resultados evidenciam uma interação entre a tática de recuperação da confiança e a distância temporal entre o duplo desvio e a inserção da tática, sendo que o pedido de desculpa gerou maiores níveis de confiança quando a distância foi curta (vs. longa), enquanto a promessa gerou maiores níveis de confiança quando esta distância foi longa (vs. curta). Baseado nisto, esta tese contribui para a literatura de Marketing e recuperação da confiança ao evidenciar que: o duplo desvio intensifica os efeitos negativos na confiança gerados pelo desvio simples; é possível recuperar a confiança após o duplo desvio, por meio da promessa e do pedido de desculpa; as pistas emitidas pela tática e a atribuição do sujeito explicam o funcionamento das táticas de recuperação da confiança; e tanto o tipo de violação da confiança quanto a distância temporal condicionam os efeitos das táticas de recuperação. / This dissertation aims at analyzing the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Its objective is to investigate the greater effect of trust violation derived from the double deviation situation; the effect that the promise of non-recurrence of failures and apology as trust recovery tactics have on trust; the role of attributions of competence and integrity to explain the effects of trust recovery tactics; and the moderating effect of both trust violation type and temporal distance between the occurrence of double deviation and tactics insertion, in the relationship between recovery tactics and trust. In order to verify these effects, four experimental studies were operationalized. The results from the first study indicate that the breach of trust is higher after the double deviation, compared with the level of trust identified after the simple deviation. In the second study, the possibility of trust restitution by the promise of non-recurrence of failures and apology was verified. The results of this second study indicate that both promise and apology generate higher levels of trust in the company than the control condition (without any tactics) and two other tactics used to restore trust. Furthermore, the second study also shows that the effects of both recovery tactics on trust are fully mediated by attributions of competence or integrity. In the third study, the findings indicate that the effectiveness of recovery tactics depends on the type of trust violation to which the subject was submitted. Whereas the promise generated higher levels of trust when the violation was based on competence, the apology generated higher levels of trust when the violation was based on integrity. In the last experimental study, the results indicate an interaction between the trust recovery tactics and the temporal distance, between the double deviation and the tactics insertion, given that the apology has generated greater levels of trust when the distance was short (vs. long); while the promise generated higher levels of trust when this distance was long (vs. short). Based on that, this dissertation contributes to the marketing and trust recovery literature by showing that: the double deviation intensifies the negative effects on trust generated by the simple deviation, it is possible to rebuild trust after double deviation, through promise and apology; the cues expressed by the recovery tactics and the subject attribution explain the mechanism through which the trust recovery tactics operates; and both the violation of trust type, as well as the temporal distance condition the effects of recovery tactics.

No intuito de melhor entender a situação atual, objeções, limitações e perspectivas de uso da internet na pós-venda de serviços business-to-business, este estudo objetivou avaliar por que e como a internet está sendo ou não utilizada nas atividades de pós-venda de serviços de impressão corporativa e propor sugestões de melhoria desse uso para o público acadêmico científico e para os praticantes de gestão. Para isso, foi realizada uma pesquisa exploratória usando estudo de casos com duas revendas de serviços de impressão corporativa. Como síntese dos padrões das descobertas, tem-se que: a internet tem sido utilizada para obter maior agilidade na correção de problemas e na leitura dos contadores de impressão nos equipamentos; os recursos mais utilizados são o e-mail, o portal e o acesso remoto a equipamentos do cliente, o que representa um uso básico e, à medida em que se evolui na oferta de serviços de impressão, o uso da internet se torna mais complexo; a mídia social, incluindo as redes sociais, não é utilizada nem existe uma estratégia definida para seu uso; o estilo de venda voltado para a solução de problemas e o planejamento baseado em valor influenciam o uso da internet, enquanto que a venda pessoal gera no cliente uma expectativa de que a pós-venda também seja presencial; esse uso da internet pode impactar positivamente o composto de marketing, apesar de muitos dos benefícios não estarem sendo explorados; por parte dessas revendas, a internet não tem sido melhor utilizada por falta de conhecimento de seus benefícios e de suas restrições e por falta de enfoque estratégico e prioritário dos seus gestores; o próximo passo seria usar melhor o que já existe implementado e expandir esse uso para os demais clientes. Por fim, foram apresentadas sugestões de melhoria desse uso. / In order to better understand the current situation, objections, limitations and perspectives of internet use in the business-to-business after-sales services, this study aimed to evaluate why and how the internet is being used or not in activities of after-sales service in corporate printing and propose suggestions for improvement of such use to the scientific academic public and to the practitioners of management. For such, an exploratory study using case study with two resellers of corporate printing services was conducted. As summary of the findings of the patterns it follows that: the internet has been used to achieve greater agility to correct problems and to read the counters on the printing equipment; the most used resources are e-mail, portal and remote access to customer equipment, which represents a basic use and, as it evolves in offering of printing services, internet usage becomes more complex; social media, including social networks, is not used, nor is there a defined strategy for its use; the selling style oriented to problem solving and the value-based planning influence the use of internet, while the personal selling, used by such resellers, generates an expectation that the after-sales attendance is also a personal one. That use of the internet can positively impact the marketing mix, although many of the benefits are not being exploited; by those resellers, the internet has not been used for lack of better knowledge of its benefits and of its restrictions and lack of strategic and priority focus of its leaders; the next step would be to make better use of what is already in place and expand that use to other customers. Finally, suggestions have been made to improve such use.

[pt] A presente dissertação teve como objetivo principal testar a aplicabilidade do Modelo de Hiatos para identificar diferenças de percepção entre os clientes e os gestores de uma empresa não orientada pelos princípios de marketing, em relação à reputação de sua marca e de seus serviços. O trabalho apresenta a empresa focal no detalhe e descreve os principais conceitos de marca, serviços e marketing de serviços, além da relação entre eles. O método é baseado na mensuração das percepções dos clientes da empresa em relação aos atributos de sua marca e de seus serviços, as quais são contrastadas com as percepções de seus gestores. Neste sentido duas pesquisas de campo são utilizadas, sendo uma de natureza global e outra restrita aos clientes da empresa no Brasil. O foco principal deste trabalho é a pesquisa local. Os resultados das duas pesquisas serviram de base para apurar o nível de similaridade das percepções levantadas, segundo mensuração feita com base em escalas quantitativas. O modelo de hiatos adotado contribuiu para demonstrar que, apesar da boa reputação da empresa no tocante à sua marca e aos serviços prestados, a percepção dos clientes estudados difere em vários quesitos daquela imaginada pelos gestores da empresa. Este resultado confirma a importância da pesquisa de mercado para o devido monitoramento da marca e do nível de serviços de uma instituição. Objetivando minimizar essa lacuna entre a percepção presumida e a obtida, são apresentadas algumas sugestões para os praticantes e gestores, além de sugeridas novas pesquisas sobre o tema. / [en] This dissertation`s main objective was to test the applicability of the Gaps Model to identify differences in perception between the clients and the managers of a company not driven by the marketing principles, in relation to the reputation of its brand and services. The paper presents the focal firm in detail and describes the main concepts of brand, service and marketing services and the relation between them. The method is based on the measurement of the customers’ perceptions related to the attributes of the company`s brand and services, which are contrasted with the perceptions of its managers. In this regard two field surveys are used, one being global and the other restricted to the firm’s clients in Brazil. The main focus of this work is the local research. The results of both surveys were the basis for determining the level of similarity of the raised perceptions, according to measurements based on quantitative scales. The adopted gaps model helped to demonstrate that, despite the company s good reputation in terms of its brand and the provided services, the researched customer`s perception differs in many areas on that envisioned by the enterprise’s managers. This result confirms the importance of market research for the proper monitoring of the brand and the services level of an institution. In order to minimize the gap between presumed and obtained perceptions, some suggestions are presented for practisers and managers, and further research on the topic also suggested.

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.

The revision of social services is valid since 1st January 2007. The main tendency is a change of financing method and more effective delivering of social services destined for persons in disadvantageous social situation. The revision has been going through many changes during its force. This changes help to stabilise the system of financing. The main ambition of this study is to describe results of revision to state budget and of social services providers. This study describe marketing leading of social services institutions too.

The thesis deals with the analysis of the marketing stratégy of the Hotel U Loubů. It anyalyses and evaluates current phane of the services, marketing communication and staffing. Proposal part of the thesis contains suggestions leading to increasing current situation, which has the aim to promote and increase occupancy of the hotel.

The topic of this diploma thesis is to create a proposal for marketing activities of café and bar Limbo situated in Brno. The proposal should lead to improvement of the company’s communication skills, consequently to raise public awareness and potentially to increase the number of new customers. Therefore, the most extensive part of proposals is focused on marketing communication. The proposal is based on theoretical knowledge in the introductory part and, above all, on suitable analysis of current situation in second part of diploma thesis.

This thesis deals with the topic of customer satisfaction at a small Slovak company promovie. The aim of my thesis is to propose measures to increase the level of customer’s satisfaction. The thesis is based on the analysis of internal and external business environment and marketing research in the form of an electronic questionnaire. The acquired data are analysed, interpreted and then used to propose changes to increase the customer satisfaction in the company.