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
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:324545 |
| Date | January 2013 |
| Creators | Čmakalová, Hana |
| Contributors | Čáslavová, Eva, Havrdová, Jana |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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