In order to meet the demand of expanding leisure tour market and to reduce the impact on agriculture because of joining the World Trade Organization (WTO), the government actively promotes the policy of 'recreation agriculture' and hopes to upgrade the agriculture by ways of adopting the managerial concept and idea of travel service. Because 'recreation agriculture' has been lacking a set of approval procedures and rating standards, leisure farm visitors maybe choose the inferior leisure farms with poor service quality in lack of ample information. The tourists with bad experiences about leisure farms will not visit leisure farms in the future. That will greatly influence the future development of ' recreation agriculture '. This study aims at setting up a service quality measure of leisure farms and offers it to the government for reference in setting up the authentication and rating system. In addition, this study also investigates the interrelationships among customer¡¦s perceived service quality, satisfaction and behavioral intention. By understanding and endeavoring to improve those defects of service, the leisure farms can promote visitors' satisfaction and revisiting willingness effectively and subsequently enforce their competitiveness. In order to prove the fitness of the construct model to ' recreation agriculture ', this research adopts statistical software SPSS to verify the reliability of the measure and make the factor analysis. This study also uses software AMOS as a tool to build and analysis the linear structure model for the latent constructs of perceived service quality, customer¡¦s satisfaction and behavioral intention. The objects of this study are visitors of the tropical agricultural products exhibition of Ping-Tong, The investigation method adopted for this study is granting the questionnaire to visitors at random. The analysis result shows, visitors are most unsatisfied about following service items, including insufficient equipments for the disability person and other auxiliary equipments, such as pavilion and sun-shading seats, the attendants of the leisure farm lack the professional knowledge about agriculture and service. Another finding of this study is that students of elementary school and junior high school are apparently more satisfied with 'perceived service quality' and 'customer¡¦s satisfaction' than other visitors. Because visitors from Ping-Tong county pay lower ticket price than that for visitors from other counties, visitors from Ping-Tong county feel more satisfied about the construct of ' service value '. Path analyses verify the following hypothesis, 'perceived service quality' can positively influence 'customer¡¦s satisfaction', and 'customer¡¦s satisfaction' can positively influence 'behavioral intention', but 'perceived service quality' can not directly influence 'behavioral intention'. The managerial implications based on this study are: 1.The manager of the leisure farm should devote to improve the auxiliary equipments and attendants' agricultural knowledge and service skills in solving the service disputes. 2.Strengthen marketing for students of elementary school and junior high school to increase visitors. 3.Narrow the disparity of ticket price for visitors from Ping-Tong county and other counties to encourage people of other counties to visit the leisure farm.

IKEA was founded in 1943 by Ingvar Kamprad and is currently retailing in 44 different countries around the globe. With the implementation of 25 year warranty the importance to validate the quality have increased to satisfy the customer. The aim of this thesis have therefore been to find out the critical factors for kitchen worktops through the expectations of the customers. In addition to this the product development process was investigated to gain an understanding on how IKEA deals with customer complaints today. The thesis was divided in four stages. First the customers’ expectations were investigated by using the survey research method. The formulations of the questions are of great importance in this research method so that the information needed can be gathered without confusion and irritation. The critical factors of the kitchen worktops were also located in this survey and are out of the customer point of view. After the survey was done and the critical factors identified a concept generation phase was started to analyze possible ways of solving the issues with the kitchen worktops. Three proposals of concepts was generated; improvement in quality, improvement in the information communicated by IKEA, and a combination of these two. These proposals were analyzed against each other, against the survey and against the possible concrete gains. When the proposals of concepts were completed a decision to investigate the product development process was made and suggestions on how these critical factors could be found earlier in the process were made. Lastly a proposal of a database system for categorizations of the customer complaints when it comes to different defects were made and proposed to IKEA. Out from the information received by the survey these proposals could be made and the conclusion that scratches and to some extent heat was the most critical flaws, which would be the thing to focus further on. The product development process could also be improved to make it possible to take notice of these critical flaws earlier in the process. To summarize the project was successful and IKEA was really happy with the results, and the extra tasks that were added to this thesis. The first problem description was to only find the customers’ expectations but to get something out of this we added the proposals and the attempt to change the product development process when it comes to kitchen worktops.

A eficácia da estratégia de uma empresa é decidida, em última análise, pela maneira como os consumidores a percebem. Resultados operacionais, tais como vendas e lucros, são medidas que dependem do nível de valor agregado criado para os consumidores. Quanto mais alto esse valor, tanto melhor a estratégia. A vantagem competitiva se atinge criando mais valor que os concorrentes e o valor é definido pela percepção do consumidor. Esse trabalho tem por objetivo formular estratégias competitivas para o negócio de Poliuretano Termoplástico, na empresa FCC Fornecedora. O método de trabalho utilizado consistiu, inicialmente, na realização de uma pesquisa de satisfação de clientes. A seguir foi realizada a identificação das fragilidades e potencialidades do negócio, através da avaliação dos ambientes interno e externo, visando assim, à identificação de um conjunto de ações de melhoria coerentes às perspectivas do mercado. Através da utilização de uma matriz importância versus desempenho, a qual foi elaborada antes e após a implementação das ações, foi possível identificar que os atributos relacionados à qualidade e flexibilidade apresentaram significativo incremento em desempenho. / Efficacy of a corporation's strategy, at last, may be decided by the perception of the customers. Operational results, as profits or sales, are measurements that depend on the level of the psychological value transmitted to costumers. The higher this value, the better the strategy. Competitive advantages are accomplished through the creation of higher values than the competitors, and the value is defined by the perception of the costumers. The objective of this work is to implement strategies for the Thermoplastic Polyurethane business from FCC Fornecedora. The methodology initially applied was the customer satisfaction research. After that, were identified the fragilities and potentialities of the business, evaluating the internal and external environment, to find a set of actions or strategies that must be coherent with the market perspectives.Using a matrix importance vs. performance, before and after the implementation of that set of actions, was possible to identify the attributes related to quality and flexibility that present increase in corporation's performance.

A eficácia da estratégia de uma empresa é decidida, em última análise, pela maneira como os consumidores a percebem. Resultados operacionais, tais como vendas e lucros, são medidas que dependem do nível de valor agregado criado para os consumidores. Quanto mais alto esse valor, tanto melhor a estratégia. A vantagem competitiva se atinge criando mais valor que os concorrentes e o valor é definido pela percepção do consumidor. Esse trabalho tem por objetivo formular estratégias competitivas para o negócio de Poliuretano Termoplástico, na empresa FCC Fornecedora. O método de trabalho utilizado consistiu, inicialmente, na realização de uma pesquisa de satisfação de clientes. A seguir foi realizada a identificação das fragilidades e potencialidades do negócio, através da avaliação dos ambientes interno e externo, visando assim, à identificação de um conjunto de ações de melhoria coerentes às perspectivas do mercado. Através da utilização de uma matriz importância versus desempenho, a qual foi elaborada antes e após a implementação das ações, foi possível identificar que os atributos relacionados à qualidade e flexibilidade apresentaram significativo incremento em desempenho. / Efficacy of a corporation's strategy, at last, may be decided by the perception of the customers. Operational results, as profits or sales, are measurements that depend on the level of the psychological value transmitted to costumers. The higher this value, the better the strategy. Competitive advantages are accomplished through the creation of higher values than the competitors, and the value is defined by the perception of the costumers. The objective of this work is to implement strategies for the Thermoplastic Polyurethane business from FCC Fornecedora. The methodology initially applied was the customer satisfaction research. After that, were identified the fragilities and potentialities of the business, evaluating the internal and external environment, to find a set of actions or strategies that must be coherent with the market perspectives.Using a matrix importance vs. performance, before and after the implementation of that set of actions, was possible to identify the attributes related to quality and flexibility that present increase in corporation's performance.

A eficácia da estratégia de uma empresa é decidida, em última análise, pela maneira como os consumidores a percebem. Resultados operacionais, tais como vendas e lucros, são medidas que dependem do nível de valor agregado criado para os consumidores. Quanto mais alto esse valor, tanto melhor a estratégia. A vantagem competitiva se atinge criando mais valor que os concorrentes e o valor é definido pela percepção do consumidor. Esse trabalho tem por objetivo formular estratégias competitivas para o negócio de Poliuretano Termoplástico, na empresa FCC Fornecedora. O método de trabalho utilizado consistiu, inicialmente, na realização de uma pesquisa de satisfação de clientes. A seguir foi realizada a identificação das fragilidades e potencialidades do negócio, através da avaliação dos ambientes interno e externo, visando assim, à identificação de um conjunto de ações de melhoria coerentes às perspectivas do mercado. Através da utilização de uma matriz importância versus desempenho, a qual foi elaborada antes e após a implementação das ações, foi possível identificar que os atributos relacionados à qualidade e flexibilidade apresentaram significativo incremento em desempenho. / Efficacy of a corporation's strategy, at last, may be decided by the perception of the customers. Operational results, as profits or sales, are measurements that depend on the level of the psychological value transmitted to costumers. The higher this value, the better the strategy. Competitive advantages are accomplished through the creation of higher values than the competitors, and the value is defined by the perception of the costumers. The objective of this work is to implement strategies for the Thermoplastic Polyurethane business from FCC Fornecedora. The methodology initially applied was the customer satisfaction research. After that, were identified the fragilities and potentialities of the business, evaluating the internal and external environment, to find a set of actions or strategies that must be coherent with the market perspectives.Using a matrix importance vs. performance, before and after the implementation of that set of actions, was possible to identify the attributes related to quality and flexibility that present increase in corporation's performance.

The master thesis named "Analysis of purchasing behaviour on the organic food market" deals with relationship of customers towards organic food. There are theorecital aspects of customer's decision analyzed as well as specifics of the organic food market in the Czech Republic. The thesis includes results of marketing research regarding general awareness of organic food and related purchasing conventions, which has been processed based on theoretical knowledges. There is a proposal of marketing suggestions for economic subjects which act at the organic food market, made at the end of the thesis.

This master's thesis analyzes customer satisfaction of specific company and defines the methods and recommendations for improvement based on this analysis. Theoretical part is aimed at describing methods used in the analysis of satisfaction, which are then used for main research in the practical part of thesis. Methods and actions designed to increase customer's satisfaction based on main analysis of described company are proposed in practical part of thesis.

Title: Competition of fitness centres in the Prague - West and loyalty of their customers Objective: The objective of the thesis is to analyse competitive environment using the marketing mix of selected fitness centres in a competitive environment of Prague - West and to examine customer's loyalty with regards to these sport centres. Results of marketing research will be the main part of competitiveness analysis in this area and will serve as a basis for suggestions and possible improvements of these fitness centres. Methods: PEST analysis SWOT analysis Porters five forces analysis Marketing research - qualitative method - in-depth interview - quantitative method - questionnaires Results: The results of the research confirm that the competitive environment of Prague - West is quite intense and is divided into several smaller competitive groups in accordance with the transport infrastrusture. Individual fitness center see their biggest competitors in the immediate neighborhood (within approximately 10 km). For customers in this area, the price and availability, from which the customer loyalty is built, are especially important. Key words: marketing, competition, marketing mix, marketing of services, sport services, quality of services, customer's loyalty, fitness centre

Title: Research of sports center KK - aerobik service quality. Objectives: The aim of this thesis is a marketing research of quality of service provi-ded by the fitness center KK - aerobik in Prague 4 Modřany. After evalua- ting the empirical data obtained marketing research, using Brady's model define problem areas and suggest measures to improve the quality and in-crease customer satisfaction with the offered services. Methods: In this thesis the method of quantitative interviews with Brady's model in modification for fitness was used. Evaluated data were organized in excel sheets. Based on these data graphs have been processed of which the re-sults are clearly visible. Results: After evaluating all of the data and their comparison we identified several remedial measures that should contribute to improving the quality of ser-vices provided by the researched subject. Improving the quality will con-tribute to higher client satisfaction and thus to increase the traffic and thus to higher satisfaction of the management. Keywords: Service, quality, service quality, business, marketing research, questionary, customer, customer's satisfaction.

Οι σύγχρονες κοινωνίες αποτελούν δυναμικά συστήματα μεγάλης πολυπλοκότητας. Η συμπεριφορά των υποκειμένων που ανήκουν σε αυτές είναι αδύνατο να περιγραφεί με απλούς ορθολογιστικούς κανόνες. Προσεγγίζεται πολύπλευρα και από διαφορετικά αφετηριακά σημεία. Αντικείμενο ενδελεχούς μελέτης στη σημερινή εποχή, που χαρακτηρίζεται ως «εποχή της αφθονίας», αποτελεί η συμπεριφορά του υποκειμένου ως υποκειμένου-καταναλωτή. H παρούσα διπλωματική εργασία αποτελεί μια προσπάθεια επέκτασης της μαθηματικής μοντελοποίησης της συμπεριφοράς του καταναλωτή με την προσθήκη της ψυχομετρικής διάστασης του τελευταίου και των εξωτερικών παραμέτρων που διαμορφώνουν τη συμπεριφορά του. Με γνώμονα τη σημερινή εποχή γίνεται ιδιαίτερη αναφορά στην αλληλεπίδραση του καταναλωτή με τη διαφήμιση, και προτείνονται τρόποι προστασίας του στο σύγχρονο ανταγωνιστικό περιβάλλον, ενώ τέλος αναλύεται μια ειδική περίπτωση καταναλωτικής συμπεριφοράς που σχετίζεται με την ηλεκτρονική διακίνηση αγαθών. Πιο συγκεκριμένα, αρχικά διερευνάται η σημασία της μελέτης της συμπεριφοράς του καταναλωτή και παρουσιάζεται ένα πρότυπο συμπεριφοράς. Εν συνεχεία, διατυπώνεται με πληρότητα το μαθηματικό μοντέλο για τη «Θεωρία Καταναλωτή», ώστε να κατανοηθούν πλήρως τα πλαίσια στα οποία κινείται αυτή η εργασία, ενώ παρατίθενται παραδείγματα αυτής της εφαρμογής. Κατόπιν, αναλύεται η θεωρία της συμπεριφοράς του καταναλωτή και ακολουθεί μια μελέτη πάνω στη διαφήμιση και στην αλληλεπίδραση του καταναλωτή με αυτή. Στη συνέχεια τονίζεται η ισχύς του πολίτη-καταναλωτή μέσα από το πρίσμα, τόσο των επιλογών, όσο και των δικαιωμάτων του. Ύστερα, γίνεται αναφορά στην ανάπτυξη του ηλεκτρονικού εμπορίου και στην αλληλεπίδραση του με τον καταναλωτή και τα διαφορετικά οφέλη που μπορεί να αποκομίσει από αυτό. Τέλος, γίνεται μια επισκόπηση των πληροφοριών και των συμπερασμάτων της παρούσας εργασίας. / Modern societies are dynamic systems of big complexity. The behavior of the subjects can not de described by deterministic rule and is approached from different points of view. Nowadays, the attitude of the consumer is the subject of extensive study. The current master thesis is an extension of the mathematical model of Customer’s Attitude by adding the psychometric dimension of the latter and the external stimulis that define his attitude. The subject of customer with publicity is extensively commented and methods of protection of the customer are presented. Finally, a special case study concerning the customer’s attitude as far as the electronical interchange is concerned is given. First of all the importance of studying the Customer’s Attitude is presented and a model of behavior follows. The mathematical model of its attitude is defined in order to understand in detail the background of this study. Examples of this application are given. The theory of customer’s attitude is analyzed and a study in publicity and the interaction with the customer follows. The power of the customer-citizen is analyzed as far as his rights and choices are concerned. Special reference is made at the development of electronic commerce and the interaction with the customer and the different benefits for the customer are commented. Finally, a review of the conclusions of this study is made.