The main subject of the thesis is to determine customer satisfaction with the Kia Motors Czech company cars. In the theoretical part of the thesis is explained the issues of the situational analysis, which is primary used to profit from information, needed for the correct application of the decision-making process of the company's senior management. Part of the situational analysis is market research, which includes the area of market segmentation and the definition of the concepts of targeting and positioning. The situational analysis is in the theoretical part of the work mainly focused on the analysis of the customers, where is defined loyalty and customer satisfaction, customer expectations, fidelity and designed ways of long-term care for the customers of the company. The practical part of the thesis is focused on the monitoring of customer satisfaction and customer loyalty in the selected company. Part of the work is to select the appropriate system for the measurement of results, which is applied to the selected company. By using a half structured questionnaire is collected data to identify customers, their preferences and requirements for the product, and the evaluation carried out the strengths and weaknesses of the product according to the opinion of the customers of the company. Using the comparison of internal company data and research is carried out a survey of current situation on the market. The conclusion is made a summary of the results achieved and making recommendations for the improvement of the marketing activities of the company and for the streamlining of the company's communication with the customers.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:257258 |
| Date | January 2016 |
| Creators | Kalátová, Monika |
| Contributors | Pilař, Ladislav, Zuzana, Zuzana |
| Publisher | Česká zemědělská univerzita v Praze |
| 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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