This master's thesis deals with a business plan for establishment of mystery shopping consulting company. The theoretical part of the work describes theoretical background needed for the development of the business plan. Theoretical background of the mystery shopping is also described. The practical part of the work contains analyses of internal and external environment of the new venture. Based on the theoretical background and on the results of the analysis the new business plan is introduced.

Thesis on the topic of the possibilities and limits of using the method of mystery shopping in the measurement of the public services quality is intended to introduce the method of mystery shopping and to evaluate the possibility of its use in the public services quality measurement through its application. Quality is a broad term which is associated with many definitions. Public services have many specifics compared to the private ones, dominated by the lack of profit and focus on meeting the public interest. Even the definition of quality and performance standards in the public sector differs from those in the private sector. Mystery shopping, which is heavily used in measuring the level of service quality in the private sector occurs rarely in the common practice of public services. The public sector is declaratively for several decades focused on the quality of its services. We can identify a clear commitment to achieving quality perceived from the perspective of actual customer which is represented by the approach of good governance, promoted by the UN, to the National Quality Policy and Strategy of national policy to quality strategy Smart administration. Strategy and objectives are accompanied by a number of methods to standardize, manage and measure the quality of public services, which are...

A fight for customer is nowadays a typical sign of business. There is no doubt about an importance of a customer service. If a company doesn't dispose of quality in this point of view, a dissatisfied customer will use competitor's service in future. There is plenty of sellers, who don't master their roles. However, to measure the quality of service is difficult. One of methods that are used by a modern marketing, is mystery shopping. This instrument serves for an identification of imperfections in the process of service, where occurs a contact between the seller and the customer. It reveals a relief and a complete approach of staff to customers. Based on this there is a possibility to compare results with standards and norms of the company, but also with competitors, the market. Identification of the best and the worst parts is a possibility to improve the performance and the quality of service. A topic of my dissertation is usage of mystery shopping to compare the customer service in perfumeries Douglas and Sephora. The aim of the dissertation is to recommend steps concerning customer service to Douglas and Sephora based on results of mystery shopping. Partial aims are judging aspects as the importance of time of shopping, whether there is a difference between quality of customer service during week and on weekend, how much it's important if the customer is a man or a woman, or if the critical factor is customer's age. I will also try to prove that prices in common stores are noticeably higher than in e-shops.

The thesis deals with the human resources development and education of employees in an international company, preparation and conduct of a particular educational program and especially its evaluation. Thesis consists of theoretical, methodological and practical part. The theoretical part focuses on the benefits of employees' training for the company. It shows the system of business education and his creation. Furthermore, it analyzes all 4 phases of development of the educational system and concentrates mainly on the last stage of the system, the evaluation. Evaluating the effectiveness of education in the company can be accomplished by using a variety of methods. These are the supporting points for the analytical part and the actual evaluation. Methodological section describes the methods which were used for research, the survey sample and data collection. Moreover, the hypotheses are set here. Their validity is verified by analyzing outcomes of the investigation at the end of the thesis. The practical part introduces Komerční banka a.s. as a company and the Human resources department as a major creative element of educational system in the organization. It gives an idea of the process of creating specific training in the KB, its progress and participant's feed-back on it. In the analytical part, here comes the rare evaluation of outputs gained from mystery shopping method and on-line questionnaire. Based on the previous results, the validity of hypotheses is determined and positive and negative aspects of the educational events identified. Following stand the recommendations and suggestions raised by the author.

The aim of this work is to describe and analyze the marketing mix and marketing activities of the fitness SPORT CENTRUM BUDOKAN with the emphasis on increasing its attractiveness and competitiveness, to identify possible deficiencies and to give a list of recommendations for the owner of the fitness, i.e. to make a proposal of a compact marketing strategy. Based on my own marketing analysis (positional analysis, SWOT analysis, mystery shopping, polling, observation and benchmarking), I have designed my own marketing strategy, which would lead to the established aim.

This diploma thesis deals with issues of marketing communication in a construction company. Theroretical basis is then applied to a certain construction company which is UniPi.technology. The thesis includes strenhths and weaknesses of the company and a specific marketing communication plan for the following year.

Master's thesis was made due to a lack of culture in sales to final customers. The aim of emerging company is to highlight in these gaps and deliver customer solutions, which affects all processes in the company. Ultimately bringing to our customers improved communication with consumers, enhancing the prestige of the company and increase sales.

This thesis is focused on evaluation of the service quality in selected retail outlets or shops. The main goal of this thesis was to evaluate the level of customer service while engaged in the transaction of selling pre-selected goods in selected retail outlets. Based on the results of this evaluation, a sub-goal of this thesis was to either validate or to disprove the given hypotheses. As an introduction I define basic terms of service quality, customer satisfaction with a service, marketing Research and mystery shopping. . After depicting the basic theoretical principles of mystery shopping, I moved on to the practical (hands-on) portion of my thesis where I evaluate retail outlets for pre-selected company. Evaluation is carried out by using mystery shopping. After conclusion of mystery shopping, the data was analyzed and synthesized, which allowed me to evaluate the results and draw appropriate conclusions, proposal and recommendation to the pre-selected company.

Master's thesis "Marketing research during the development of the Black pelican shopping centre" deals with the use of marketing research in the preparatory and the operational phase of the project Black Pelican shopping centre. The shopping centre is to be completed in the downtown of the České Budějovice in 2011. Theoretical part of the thesis dealing with the basics of marketing research is followed by the marketing research analysis during the preoperational part of the project. In this analysis, particular emphasis is set on the methodology of the carried out studies and on the summary of the importance of the marketing research in the project of Black Pelican shopping centre.. Next part of the thesis deals with the importance of the marketing research since the opening of the commercial gallery Black Pelican. . Beside the specific research studies that are proposed in this part of the thesis and that should be implemented, their organizational backup is also described.

The thesis deals with marketing communications of mobile operators on the Czech market. Marketing communications is analyzed using the research methods of competitive intelligence and mystery shopping. Sub-goal of this paper is a performance of a particular competitive intellingence tool for continuous monitoring of marketing communications. The main aim of this work is the processing of competitive analysis in the different areas of the communication mix. The media spending on ATL communications are evaluated in advertising. In direct marketing there are analyzed and evaluated member gets member activities of Czech mobile operators. The goal in the area of sales promotion is to compare the loyalty communications of the operators and in the branch of public relations CSR activities with an emphasis on the endowment policy are evaluated. Personal selling of mobile operators is evaluated using the method of mystery shopping.