Theme of dissertation is use of marketing research Method Mystery shopping, at problem of testing quality of service, which are served up the clients at bank. General motivation for author, depending up claims of corporate management, is purchase of compacted look at work procedures by advisers, discovering of troubled points and koncept for upgrading for the future. At theoretic part, autor is intending about connecting strategic management and marketing. Then he digests basic processes, segmentation and methods of marketing research, forcefully at method of mystery shopping. At analytic part of dissertation, autor is using varied marketing analyses for presentment of compact eye at these company, which is needfully required for comparing with marketing research returns. In the mids of usable methods belongs especially SWOT analyse, Porter 5F model, PEST analyse and BCG analyse. Then author sketchs out basic marketing corporate strategy, depending up received returns. At project part, autor is specifies basic claims for marketing research at first, including assemblage of question blank and advetirsing schedule of several offices. By the help of verbal specification and pointwise rating is autor gaining compact view at proceedings by advisers with clients. At result, autor is charging with gains of method Mystery shopping for advisors activity at the time.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:114246 |
| Date | January 2011 |
| Creators | Valcha, Radim |
| Contributors | Hesková, Marie, Opolcer, Lukáš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0012 seconds