Within the competitive marketing environment, companies are faced with many challenges to stay competitive. Companies are consistently trying to establish the longterm relationship with customers by satisfying them as much as possible. Since relationship marketing has highly-discussed concerns building the long-term relationship and improve customer satisfaction, the study aims to describe how different relationship marketing tactics affect customer satisfaction. According to previous scholars, four different major relationship marketing tactics were selected to investigate and described in the study, which are the quality of service, price perception, brand perception and value proposition. The authors developed a theoretical framework by reviewing previous works of literature to see how companies use relationship marketing tactics as a business strategy to develop customer satisfaction. The method of quantitative research was applied to this study and a online questionnaire was used to collect data. In results chapter, the authors tested descriptive analysis, reliability, validity, regression analysis by analyzing the empirical findings. There are three hypotheses accepted and one rejected. In the end of this paper, the authors analyzed and described the data in detail and revealed the effect of each relationship marketing tactics on customer satisfaction. Limitation of this study and further research are also presented.

I denna uppsats tar vi upp frågan om besökarens upplevelse och hur detta mäts på olika museer. Vi har avgränsat oss till Stockholms läns museer. Syftet är att se vilka undersökningsmetoder som finns för att mäta besökarens upplevelse och hur dessa metoder används. Vi har även tagit reda på vad som behövs för att besökaren ska bli tillfredsställd med ett besök. För att uppnå tillfredsställelse hos besökaren tar vi upp aspekterna lojalitet, sinnen och förväntningar.   Vid insamlingen av det empiriska materialet för denna uppsats har vi använt oss av e-postintervjuer och tre djupgående intervjuer med personer som har goda kunskaper inom undersökningsmetoder. Med hjälp av våra respondenter och den teoretiska information som insamlats har vi sammanställt ett resultat. Resultatet som framkommit påvisar att enkäter och personlig kontakt är det som främst används för att mäta en besökares upplevelse. Personlig kontakt, interaktion och förväntningar hjälper besökaren att uppnå tillfredsställelse och på så sätt skapas en lojalitet mellan besökaren och museet. / In this essay we have raised the question of visitor experience and how this is measured at various museums. We have delimited our purpose by observing the Stockholm county museums. This is to make sure which inquiry methods the museums are using to measure the visitor experience and how these methods are being used. Also we wanted to find out what is needed for the visitor to be satisfied with the visit. In order to achieve the satisfaction of the visitor we have taken loyalty, senses and expectations into consideration.   To collect the empirical material for this paper we have used e-mail interviews and three profound interviews with people who have good knowledge of inquiry methods. With the help of our respondents and the theoretical information collected, we have compiled the results. The result that has emerged is demonstrating that surveys and personal contact are mainly used to measure a visitor's experience. Personal contact, interaction and expectations will help the visitor achieve satisfaction, and thus created a loyalty between the visitor and the museum.

Background: Sweden is one of the biggest coffee consuming countries in Europe with the average annual coffee consumption per capita as high as 8.2kg. This mass consumption of coffee therefore creates high level of competition amongst coffee providers in the Swedish coffee market. There are numerous coffee shops and even some food chains and retail stores selling their own brand of coffee. This study will focus on Generation Y, as they will soon be the majority of consumers Purpose: The purpose of this thesis is to investigate and analyze what factors affect Generation Y’s loyalty to coffee shops and examine what forms the basis of Generation Y’s loyalty for coffee shops. Methodology: In this thesis, the research method is based on a quantitative approach using a questionnaire to collect data. The findings are established by using both existing literature and primary data. The questionnaire consists of 432 respondents and 400 respondents’ data was used to answer the research question. The respondents consist only of Generation Y who has lived in Sweden for longer than six months. Conclusion: This study has shown that the most important factor that affects people of Swedish Generation Y to become loyal customers to coffee shops is being provided a comfortable and suitable environment. The second important factor is product quality. The third factor is service. However, for those who are students and unemployed Swedish Generation Y, price is also a factor that could influence their loyalty. Moreover, Coffee shops can use loyalty programs to get their customers’ higher customer loyalty. Key words: Coffee shops, Generation Y, Customer loyalty, Customer satisfaction

Title: Participants' satisfaction with Salomon Trail Running Cup 2014 sports event Objectives: The main aim of this diploma thesis is to analyse current level of customer satisfaction with sports event, find out their opinions and potential shortcomings in each running event by using questionnaire survey. Define any problem areas and suggest appropriate management recommendations by evaluating empirical data obtained from own market research. This would lead to improvement of runners' satisfaction with this sports event. Partial goal of this diploma thesis is to find potential coherence between customers' satisfaction and whether they attended Salomon Trail Running Cup for the first time or repeatedly. Methods: Quantitative questionnaire research was used to obtain data from respondents. Respondents were interviewed either in person or in writing. Informal interviews were made with the management of the sports event. T-test method was used to find potential coherence between customers' satisfaction and their attendance in the past Salomon Trail Running Cup events. Results: Marketing research showed that runners were mostly satisfied with this sports event. On the other hand several important problematic areas were discovered that management of this sports event should work on to fulfil runners'...

Title: Customers satisfaction with the services of Energy Studio Objectives: The objective of this diploma thesis is to find out the quality of services provided by Energy Studio via SERVQUAL questionnaire. Then create suggestions and recommendations based on the results of this questionnaire. These suggestions and recommendations should lead to overall improvement of quality of all services offered by Energy Studio. Methods: The research of service quality in yoga center Energy Studio was performed by using standardized SERVQUAL questionnaire which explored the actual perceived quality of services and was comparing it to clients expectations. The data collection took place in the period from February 2015 until the half of March 2015. Results: The results of the customer's satisfaction analysis in Energy Studio Václava Krejčíka show that the customers are very satisfied with services provided by studio. The overall quality of services in that yoga center are evaluated better than was customers expectation. There are small gaps in some services, on which should Energy Studio focused in order to reach the maximal customer satisfaction. On the basis of the results there were put together suggestions and recommendations which should lead to the requested increase in service quality level. Keywords:...

6 ABSTRACT Title: Satisfaction Members of CZ Golf Club with Services of Golf Resort Písek Centre Objectives: This thesis explores the extent of satisfaction members of Golf Resort Písek Centre with provided services. The extent of satisfaction was determined by an opinion poll where the members evaluated the perceived quality of services and the quality of services which they would expect at an "excellent" golf resort. Questionnaire was compiled according to a research which considered the most significant elements that should be implicit for each golf resort. The acquired findings allowed assessing the quality of services at Golf Resort Písek Centre. Given the assessment some recommendations are suggested, which should increase the quality of services at the resort and consequently the higher satisfaction of its members. Methods: The survey of the quality of services was performed using the designed questionnaire, which was inspired by SERVQUAL method. Therefore, it compares the quality of the services at an "excellent" golf resort with perceived quality of services at Golf Resort Písek Centre. The created questionnaire was designed according to the analysis of an opinion poll, where the importance of particular features was determined. The most important features were used in the main questionnaire which...

Title: Analysis of customer satisfaction in Aquapark Příbram Objectives: The aim of this thesis is to conduct content and statistical analysis of data collected directly from customers of Aquapark Příbram. Customers of the public were a research sample with the highest priority. As secondary sample were established trainers of the sports clubs using the Aquapark Příbram. Methods: Data collected from the primary sample were gained via CERM-CSQ based questionnaire Data collected from the secondary sample were obtained by structured interview. This structure was based on our questionnaire. Factor and correlation analysis were used to process quantitative data. Results: The content analysis showed the biggest drawbacks of service quality. According to the statistical analysis some service quality attributes have bigger influence on customer satisfaction than the others. Above mentioned drawbacks belong to those more influential attributes. On the basis of the results obtained certain suggestions were made to increase customer satisfaction. Key words: customer satisfaction, service quality, Aquapark Příbram, model CSQ, factor analysis

Title: Analysis of customer satisfaction in six selected Expreska fitness premises and their mutual comparison Objectives: This diploma thesis deals with the research of satisfaction and expectations of female customers of the Expreska circle training in selected six establishments in Prague and consequent comparing of these places. Satisfaction is measured using a questionnaire, in which the customers asses the perceived quality of services and the quality of services that is important to them. On the basis of obtained data there is conducted analysis of sociological parameters such as age, occupation, monthly income, etc. The main research is completed with the survey of former Expreska customers and in conclusion there is comparison of the two surveys. Methodology: The survey of customer satisfaction is carried out using questionnaires, which lies in the method of SERVQUAL. It is compared the expected quality and truly perceived quality of the service. Secondary data about the fitness center are obtained through the analysis of documents and author's own investigation at the fitness premises. Results: The outcome of the thesis comprises of the satisfaction of customers in Expreska circuit training. Furthermore, comparing the satisfaction of customers between the various exercise premises, last...

Title: Marketing research and service quality comparison of Boulder Bar and LokalBlok bouldering walls according to their customers Objectives: The goal of my thesis is to state the level of customers' satisfaction with services at climbing walls Boulder Bar and LokalBlok through marketing research. The results will be compared afterwards. Methods: In this work, a quantitative method was used, particularly written questionnaires. The research was executed during ten weeks among customers of both climbing walls. Results: The conclusion is that customers of both climbing walls are mostly satisfied with offered services. Therefore the offered services can be considered of a good quality. Some imperfections do exist in both of the researched sport institutions and those should be eliminated. Acquired information will be given to the managers of the climbing walls and will be used to improve provided services. Key words: marketing, marketing research, services, customer satisfaction, bouldering

Title: Satisfaction of Customer od Ski School Major Goals: The goal of my work is to find out how much are the customers satisfied with the services of the ski school Major. The results will be used for improving provided services Methods: Quantitative marketing research is conducted written and electronic questionnaires during winter season 2011/2012. Results: All the findings are compiled into the tables and diagrams in the result part of this diploma work. The facts provide helpful information for the ski school management. Key words: sport, ski school, customer satisfaction, marketing research