This master’s thesis provides solution for development of a customer support information system according to specific needs of a company. It contains process analysis and suggestions to improve processes, data and function model creation and evaluation of economic benefits after introduction of the system.

This thesis deals with models for determinig customer and identifying parameters determinig this value. Company analysis was conducted and key parameters were chosen. On this basis, a model to determine lifetime value of company customers was applied and subsequently modified. Based on the results reccomandations were developed to use customer lifetime value to measure effectivness of online marketing tools.

Kramářová, D. Purchasing behaviour of visually impaired consumers. Diploma thesis. Brno: Mendel University, 2019. The diploma thesis is focused on identifying the biggest obstacles and barriers faced by visually impaired consumers when buying food. The aim is to create general recommendations for vendors based on primary research results. In-depth interviews were conducted with adult consumers (n = 30) and their observations in grocery stores when buying food (n = 5). Subsequently, managers of selected stores (n = 6) were invited to express their views approach to the issue. Field research on grocery stores was chosen as a complementary method. The primary survey was preceded by a relatively extensive orientation analysis in which mainly foreign scientific knowledge was used.

This thesis focuses on the topic of emotions, which are connected with customer experience. Customer experience related to specific shop visited. Emotions are measured by marketing method emotional journey, through which the author shows which emotions are felt, with what frequency and intensity, what causes these emotions and what are difference between sociodemographic and other indicators in connection with these emotions. Theoretical and methodological part of the thesis is focused on the wider context connected with the induction of customers emotions and the influence of these emotion on the overall customer experience of used service. Results of the survey shows interconnection between emotions and index NPS (specifically categories of NPS index - neutrals, promoters, detractors) and results also how the importance of final farewell. Results also shows problems associated with using of method emotional journey, like the suitability of some emotions or understanding of meaning of some emotions by customers. Data were collected through mystery shopping method, which is commonly used for measuring of customer experience, and also data were collected through interviews with mystery shoppers.

The thesis deals with differences in perception of customer experience between generations X, Y and Z. It focuses on how the representatives of generations represent the ideal course of the customer journey and how their expectations conflict with reality. The theoretical part summarizes the knowledge of generation issues and customer experience. The work deals with methods of measuring customer experience. The empirical part examines how customer experience changes based on the concept of X, Y and Z generations. The aim of this thesis is to show the differences between generations using in-depth interviews and mystery shopping. Research shows that generational differences in customer experience are not significant. However, the relationship with the bank as a financial institution manifests itself as different depending on the life stage of human life. Key words Ideal customer experience, generation, concept of generation X, Y, and Z, customer experience, in-depth interviews, mystery shopping

The main goal of this dissertation work was to analyze of practical use the System Balanced Scorecard in controlled processes of chosen company, to analyze actual stage of strategically management, to propose implementing System BSC and to determine strategically goals including its deployment into action planes. Based on these proposals to verify selected part of this model and following the results to propose possible changes.

The main goal of this diploma thesis is to prove whether there is a relationship between the willingness to buy and the user product reviews. Sectional questions are related to e.g. the willingness to pay more for the product with a better review, to a satisfactory number of stars in a rating or to what is crucial for customers when choosing a product. The readers are introduced to basic concepts related to the topic (such as the purchase behavior of customers and its influences, the willingness to buy, the customer satisfaction or the user product reviews) before the analysis. The interviewing method was chosen for primary data collection. Due to a quantitative nature of the research, the research questions were specified firstly. These questions were evaluated using descriptive statistics and tools of statistic reasoning.

The subject of the thesis is to study the reasons why the GE Money Bank is not the most preferred provider of banking services from the client point of view. In the first part of the thesis, a theoretical basis will be established for the subsequent processing of practical knowledge. The second part is devoted to comparison of the GE Money bank and two other selected banks. The comparison includes areas such as bank product offers, the quality of the services offered on the Internet, Bank Branch and Customer Care Line. Subsequent findings are complemented with the results of marketing research. Finally, recommendations for GE Money Bank are set out, by implementation of those, the bank could become more preferred provider of banking services from the client point of view.

This thesis is situated in the surroundings of the hotel industry. The aim is to analyse the determinants of customer satisfaction depending on the product price category. The product price category corresponds to the uniform classification of accommodation facilities in the Czech Republic. The research is based on the analysis of partial attributes of satisfaction in connection with the overall level of customer response to a specific hotel. The research sample is based on 1821 hotels located in London. Data was selected from the accommodation reservation portal Booking.com. The practical part is based on quantitative analysis and implemented with the assistance of the chi-square test, two-tailed t-test, ANOVA and multiple linear regression. Primarily, the input data is properly annotated. Analysis of the seven basic attributes of customer satisfaction follows. The final part of the paper looks into how the partial attribute ratings correlate with the overall evaluation of each hotel accommodation category separately and thus answers the specified research question.

The topic of this master dissertation is data mining of customer data for marketing purposes within an enterprise. The information resulting from this process is then used to create targeted marketing campaigns. Nowadays, identifying and exploiting customer's needs is vital for any enterprise. With that in mind, the theoretical part of this dissertation is focused primarily on different methods of data analysis such as segmentation, profiling, customer scoring and determining customer value. A significant segment of this part focuses on web analysis, which studies customer's web browsing behaviour. The practical part of this dissertation is based on a case study of a specific e-shop. The case study identifies and solves problems of emailing realization. Solving these problems using Silverpop Engage brings new opportunities for emailing. The main goal of this dissertation is to show new opportunities of utilizing behavioural data for e-mailing campaigns execution.