This thesis deals with the practical implementation of the concept of Corporate Social Responsibility (CSR) and Creating Shared Value (CSV) into the business activities of Nestlé Česko, s. r. o. The thesis offers a brief introduction of the two mentioned concepts, their basic principles and implementation process. The application is shown at Nestlé example, this company is devoting to the area of Corporate Social Responsibility and Creating Shared Value for a long time. The thesis provides basic overview of the Nestlé activities in this area. In the second half of this paper are presented the results of the own questionnaire about customers behavior, their decisions, their awareness of CSR and CSV and brands of mentioned company. The aim is to determine whether the implementation of these concepts positively affects consumers and customers when purchasing food products of company Nestlé.

The aim of this master thesis is analysing customer satisfaction of restaurant company by Porters analysis, SWOT analysis, marketing mix analysis, cluster and regression analysis and contingency test and draft measures which will lead to improvement of her level. The thesis consists of three parts - theoretical, analytical and proposal. The first part describes theoretical resources in area of customer satisfaction. For example, how satisfaction is measured and how the customer behaves. The aim of practical part is to evaluate the customer satisfaction in the choosen restaurant and interpretation of calculated results. In the last part of this work, there are proposed new disposals in view of results of analysis, which will lead to improvement of total customer satisfaction of the restaurant.

Service innovation is an important component for service business through its applicability in development and accretion that promotes business operations. The service innovation process can be created and maintained through interaction between the actor and the customer, where mutual value is being created through collaboration. However, disruptive external forces that reconfigure businesses environment and changes behavior of customers can have an impact on the conditions for service processes, where the need for innovative solutions increases to continue to reach customer satisfaction. In addition, it may further impact the underlying processes of innovating services, not at least within the facility service sector since interacting and operating within customer’s sites. Therefore, the authors want to contribute with knowledge regarding how service innovation processes are being affected by disruptive external forces, investigated through a single case study. The empirical data has been collected through semi-structured, in-depth interviews with six respondents within a global market-leading provider of facility services where the study has addressed the Swedish market. The empirical findings acknowledged that a changed customer behavior imposed by disruptive external forces causes challenges and changes to the business environment of facility services. The collected data highlighted disruptive forces such as technological, environmental and, especially prominent, the pandemic as particularly influential to the processes of facility service innovation. Business environment in a reconfigured state has, among other, affected the parts of developing, testing, and implementing innovative solutions, thereby influencing the implementation process of service innovation. In conclusion, disruptive external forces imposed new areas of focus and requirements from customers, leading to customers becoming more involved in the process of facility service innovation. The case company has been required to adopt a form of Service-Dominated (S-D) logic on the approach of developing value propositions, implicating that the customers are taking an increased and active part in the facility service innovation process. In relation to a changing customer need imposed by disruptive external forces, psychological senses and perceptions have been distinguished to be a requirement of facility service innovation and have therefore constituted an active component of the innovation process.

This report is a qualitative analysis of consumption behaviour of high net worth individuals (HNIs) and the marketing channels that are effective in the high-end travel industry. The travel industry caters to a vast audience and it becomes important to understand a specific niche to serve the customers better. For products targeted exclusively towards the HNI segment, conventional mass marketing methods may not be the best or the most efficient ways to reach out to the target market. Mass marketing may result in lower perceived exclusivity and brand image of the company, and it may result in lower efficiency in terms of marketing costs when the target market is merely a small percentage of the total population. The study utilizes articles and theories on consumption behavior as well as marketing theories aimed towards HNIs in order to understand and analyse the data gathered during interviews. The report outlines the factors that influence the customer behavior and consumption practices in the high-end travel industry and based on their behavior outlines effective marketing channels that could be used in order to reach the customers. The major factors influencing customer behavior such as family influence, their motivations to travel, influence of friends and groups as well as their expectations were analyzed based on which effective marketing channels were found such as agents or agencies, popular magazines as well as social media. This report provides a comprehensive understanding of the importance of recognizing the influential behavioral factors in the HNI community in order to develop an effective marketing strategy to help the companies reach their customers better.

Hållbarhetsfrågan i klädbranschen är fortfarande i en utvecklingsfas och tidigare forskning visar att det finns ett flertal möjliga faktorer som är bidragande till att kunder i dagsläget inte konsumerar på ett sätt som går i linje med deras värderingar.Syftet är att utforska hur kunder kan engageras att främja hållbarhetsaspekten vid klädinköp. För att uppfylla syftet utformas två forskningsfrågor. Metoden är en flerfaldig strategi med ett huvudsakligt kvalitativt fokus. Angreppssättet är abduktivt genom kombination av deduktion och induktion. Studien består av en kvantitativ enkätundersökning följt av kvalitativa semistrukturerade intervjuer. Studien görs ur ett kundperspektiv.Det teoretiska ramverket behandlar möjliga faktorer till varför kunder inte konsumerar i linje med sina värderingar. Faktorerna är informationsbrist, misstro gentemot informationen, informationskomplexitet, högt pris samt begränsat utbud. I analysen av den kvalitativa datan utvecklas en förståelse för varför dessa faktorer kan vara avgörande, och behandlar teorier inom CSR-kommunikation, kundens sociala ansvarstagande samt social normalisering. Slutsatsen är att informationsfaktorerna är avgörande ur ett hållbarhetsperspektiv då bristande information ses leda till förvirring och misstro. Misstron tenderas sedan generaliseras branschöverskridande. Komplexiteten i branschen som helhet gör att informationen måste vara tydlig och heltäckande för att underlätta kunders ansvarstagande. I annat fall tenderar kunder att skjuta ifrån sig ansvaret. / Sustainability in the clothing industry is still in a development phase and previous research shows that there are several possible factors that are contributing to the fact that customers do not consume in a way that is in line with their values. The purpose is to explore how customers may be involved in promoting sustainability in clothing purchases. To do so two research questions is investigated. The method consists of a multiple strategy with a qualitative focus. The approach is abductive through the combination of deduction and induction. The study consists of a quantitative survey followed by qualitative semi-structured interviews. The study is done from a customer perspective. The theoretical framework addresses possible factors to the fact that customers do not consume in line with their values. The factors are lack of information, distrust of the information, information complexity, high cost and limited supply. In the analysis of the qualitative data an understanding of why these factors can be crucial is developed, and addresses theories in CSR communication, customer social responsibility and social normalization.The conclusion is that information factors are crucial in terms of sustainability as inadequate information is seen to lead to confusion and distrust. This distrust tends then to be generalized cross-industry. Due to the complexity in the industry as a whole, the fact that the information is distinct and comprehensive is of great importance to help customers see their own responsibility. Otherwise, customers tend to neglect their responsibility.

Title: The proposal of improving the adidas company promotion in partner fitness centers Objective: Aim of the diploma thesis is implementation in marketing communication for partner fitness centers of adidas company. The thema is based on situational analysis of the company and marketing custommer behavior research. These phases are the starting point for proposals of implementation of existing communicational channels which is focused on utilization of particular comumnicational channels and designing new possibilities of marketing communication supporting adidas corporate identity. Methods: Marketing research 1.qualitative method - in-depth interview 2.quantitative method - questionnaire SWOT analysis Results: The research results show that adidas is among the top sporting goods producer in fitness. In spite adidas fights for its target customers primarily with American rival Nike. It is necessary that adidas maintain competitiveness in the field of fitness, even though currently does not put sufficient funds, as in the other key categories. This can be achieved by the intensive use of inexpensive communication channels. Key Words: Marketing, marketing communication, marketing mix, sponsoring, promotion, sales promotion, public relation, customer. Powered by TCPDF (www.tcpdf.org)

Submitted by William Justo Figueiro (williamjf) on 2015-07-09T21:47:27Z No. of bitstreams: 1 21b.pdf: 900978 bytes, checksum: 6ee4cee20207dc862c785c270f323e1c (MD5) / Made available in DSpace on 2015-07-09T21:47:27Z (GMT). No. of bitstreams: 1 21b.pdf: 900978 bytes, checksum: 6ee4cee20207dc862c785c270f323e1c (MD5) Previous issue date: 2012-08-31 / Nenhuma / Esta dissertação apresenta uma investigação sobre comportamentos pós-insatisfação de clientes dos serviços de saúde e fatores que interferem nesse comportamento. Dados do principal órgão regulador, a ANS (Agência Nacional de Saúde Suplementar), tem demonstrado um aumento no índice de reclamações dos consumidores de planos de saúde. Embora vários estudos em marketing investiguem o comportamento de insatisfação de clientes em serviços, há uma escassez de pesquisas no que diz respeito ao comportamento após as falhas no serviço, no contexto de serviços em saúde. Assim, o objetivo geral desta pesquisa foi identificar as principais causas de insatisfação nos clientes de planos de saúde e investigar a influência desses fatores no comportamento futuro do cliente em termos de continuar no plano, mudar de plano e recomendar ou não o plano para outras pessoas. A fim de alcançar tais objetivos, foi realizada uma pesquisa do tipo “survey” corte transversal, com amostra de 225 consumidores de planos de saúde individuais e empresariais. O estudo é delimitado à região sul do Brasil, no Rio Grande do Sul, com foco na capital Porto Alegre e Região Metropolitana, por motivos de acessibilidade, mas poderá ser estendido para outras capitais em projetos futuros. Como principais conclusões, a satisfação com a resolução do problema influencia na satisfação acumulada, na permanência do usuário ser cliente do serviço, e em não realizar reclamação para empresa. Já o boca a boca negativo é influenciado pelos usuários com 41 anos idade ou mais, e ainda que a intenção de reclamar de maneira formal tem maiores chances com as mulheres. / This dissertation presents an investigation into conduct post-customer dissatisfaction health services and factors that affect this behavior. Data from the main regulatory agency, the ANS (National Agency of Supplemental Health), has shown an increase in the rate of consumer complaints of health plans. Although several studies in marketing investigate the behavior of customer dissatisfaction in services, there is a paucity of research regarding the behavior after service failure in the context of health services. The objective of this research was to identify the main causes of dissatisfaction in client health plans and investigate the influence of these factors on future customer behavior in terms of continuing the plan, change plans and recommend whether or not the plan for others. To achieve these goals, we conducted a survey research cross-sectional sample of 225 consumers with health plans and individual business. The study is delimited to the south region of Brazil, Rio Grande do Sul, with a focus on capital Porto Alegre and its metropolitan area, for accessibility reasons, but can be extended to other capitals in future projects. As main conclusions, satisfaction with the resolution of the problem influences the accumulated satisfaction, user be staying in customer service, and does not claim to hold firm. Already the "word of mouth" is influenced by negative users aged 41 years or older, and even pretend to complain formally have bigger chances with women.

Made available in DSpace on 2016-04-28T20:19:21Z (GMT). No. of bitstreams: 1 2008 - Jucimara Martins dos Santos.pdf: 4936328 bytes, checksum: c3a6df22694e5aabbd58ccabaa3be80e (MD5) Previous issue date: 2008-09-04 / Not only eat quantities of nutrients and calories to keep the body functioning at an appropriate level: the act of eating understands, too, forms of expression and affirmation of social identities. It involves the selection, the choices, the occasions and rituals that may be organized and classified in order to understand the social dynamics that takes place in the human experience of living day to day. Culture and consumption, thus, processes are interconnected and inseparable and only makes sense to discuss them within a specific cultural scheme. The objective of this case study was to understand the processes that occur in the restaurant that Nutrinatural stimulated, either formally or informally, retention and hence the loyalty of customers . The locus of the research was the natural food restaurant in the self-service kilo, Nutrinatural. To develop the work, we need to contextualize the locus of the study and the city where he falls; describe the structure and ways of operating the restaurant, identifying the situations that lead customers to return to the restaurant; understand the levels of sociability established between customers and employees, customers and the owners of the restaurant. We chose to develop a study with the basic qualitative ethnographic perspective through coday visit to the restaurant. This co-trip took one to two times per week on different days and times. The report was prepared from the participatory observation and informal conversations with customers in time for lunch, for 11 months (May 2007 to March 2008), and through semi-structured interviews with 12 clients who attend the restaurant so continuous, and also with the owners. The results were classified according to the principle of saturation in 05 categories. It has been proved that the keynote to the process of loyalty in the study, is related to the feeling of being in the family is doing Nutrinatural meals in the restaurant. The sociability proved to be as important as the health and flavor. / N?o comemos apenas quantidades de nutrientes e calorias para manter o funcionamento corporal em n?vel adequado: o ato de comer compreende, tamb?m, formas de express?o e afirma??o de identidades sociais. Envolve a sele??o, as escolhas, as ocasi?es e os rituais que podem ser organizados e classificados com vistas a compreender a din?mica social que se desenrola na experi?ncia humana do viver o dia-a-dia. Cultura e consumo, assim, s?o processos interligados e indissoci?veis e s? faz sentido discuti-las dentro de um esquema cultural espec?fico. O objetivo deste estudo de caso foi compreender os processos que ocorrem no Restaurante Nutrinatural que estimularam, formal ou informalmente, a reten??o e, logo, a fideliza??o dos clientes. O l?cus da pesquisa foi o restaurante de comida natural self service a quilo, Nutrinatural. Para desenvolver o trabalho, precisamos contextualizar o l?cus do estudo e o munic?pio em que ele se insere; descrever a estrutura e as formas de funcionamento do restaurante; identificar as situa??es que levam os clientes a retornarem ao restaurante; compreender os n?veis de sociabilidade estabelecidos entre os clientes e os funcion?rios, os clientes e as propriet?rias do restaurante. Optou-se por desenvolver um estudo de base qualitativa com perspectiva etnogr?fica atrav?s da co-visita di?ria ao restaurante. Esta co-visita se deu de uma a duas vezes por semana em dias e hor?rios diferentes. O relato foi elaborado a partir da observa??o participativa e das conversas informais com os clientes nos hor?rios de almo?o, durante 11 meses (maio de 2007 a mar?o de 2008), e atrav?s de entrevistas semi-estruturadas com 12 clientes que freq?entam o restaurante de forma cont?nua, e tamb?m com as propriet?rias. Os resultados foram classificados segundo o princ?pio de satura??o em 05 categorias. Comprovou-se que a t?nica para o processo de fideliza??o, no estudo, est? relacionada ? sensa??o de estar em fam?lia ao se fazer as refei??es no Restaurante Nutrinatural. A sociabilidade mostrou-se t?o importante quanto a saudabilidade e o sabor.

Syfte: Syftet med denna studie är att undersöka vilka värden som på längre sikt har avgörande betydelse för att engagera en kund med avseende på lojalitetsprogram. Metod: I studien användes en kvantitativ metod där en enkät med stängda svarsalternativ skickades ut till ca 30 000 respondenter. Till enkäten användes ordinal- och nominalskala för att möjliggöra Spearman’s rho korrelationsanalys med hjälp av statistiska mjukvaran IBM SPSS. Analyserna användes sedan för acceptera eller förkasta de hypoteser som deducerats från teorin. Resultat: Resultatet visade att trots en pågående negativ trend för lojalitetsprogram så skapar de engagemang och är betydande för kunden. Det värde som visade sig ha signifikant betydelse för engagemanget var kundens mervärde. Kundens mervärde leder till upprepade köp och har en direkt påverkan på kundens lojalitet och kundens uppfattning av programmet som påverkar engagemanget. Resultatet av studien kan därför ses som en pågående interaktionsprocess där företagets aktiviteter påverkar kundens engagemang både i och utanför lojalitetsprogrammet. Ett ökat mervärde i interaktionsprocessen till följd av företagets aktiviteter och kundens värdering av varumärket, ökar kundens engagemang, vilket möjliggör att lojalitet kan skapas genom program på längre sikt. Förslag till fortsatta studier: Syftet med studien är att öka förståelsen för de värden som engagerar kunden med avseende på lojalitetsprogram. Författarnas ambition är att vidare forskning ska ta avstamp i studiens resultat och den modell som utvecklats. Förhoppningen är att studien ska ligga till grund för empirisk tillämpning inom servicenäringen samt utgöra underlag vid strategiska beslut och marknadsundersökningar.

El Net Promoter Score (NPS) es uno de los indicadores más conocidos y utilizados para la medición de lealtad de los clientes en las organizaciones, y existen diferentes perspectivas en torno a su utilidad como una medida de la conducta de compra de los clientes. Esta investigación consiste en una revisión de la literatura relevante y contrasta posturas a favor, en contra y neutras. Las primeras sostienen que el NPS conlleva un método de rápida y sencilla aplicación, cuyo uso genera un impacto positivo en las organizaciones; de acuerdo con una segunda postura, su uso es perjudicial en las empresas, pues la segmentación de las puntuaciones en grupos de detractores, pasivos y promotores no produce un indicador suficiente para medir la lealtad de los clientes; finalmente, según la postura neutra, no existe evidencia suficiente que respalde la utilidad o ineficacia del uso del NPS. Esta es la controversia central que se estudiará en el presente trabajo; para ello, en primer lugar, se resumieron los diferentes métodos existentes para la medición del comportamiento del cliente. Los resultados de esta investigación determinan que no existe un consenso entre las posturas existentes con respecto a su utilidad en las organizaciones; sin embargo, coinciden en que se deberá aplicar más de un método de medición. / The Net Promoter Score (NPS) is one of the best known and most widely used indicators for measuring customer loyalty in organizations, and there are different perspectives on its usefulness as a measure of customer purchasing behavior. This research consists of a review of the relevant literature and contrasts positions for, against and neutrals. The former argue that the NPS involves a method of quick and easy application, the use of which generates a positive impact on organizations; According to a second position, its use is detrimental in companies, since the segmentation of the scores into groups of detractors, liabilities and promoters does not produce a sufficient indicator to measure customer loyalty; finally, according to the neutral position, there is insufficient evidence to support the usefulness or ineffectiveness of using the NPS. This is the central controversy that will be studied in the present work; to do this, in the first place, the different existing methods for measuring customer behavior were summarized. The results of this research determine that there is no consensus between the existing positions regarding its usefulness in organizations; however, they agree that more than one measurement method should be applied. / Trabajo de Suficiencia Profesional