Customer satisfaction and how to measure it (case study)

Bc. Viktor Terez

Master's thesis

Abstract:

Thesis focuses on customers’ satisfaction and means of its measurement. The aim of this thesis is to investigate customer satisfaction and customer satisfaction management practices on the example of a particular enterprise running its activities in the tourism and hospitality sector, namely Boutique Hotel. Thesis consists of three parts. The theoretical part is dedicated to the theoretical overview of customer satisfaction, its role in the corporate activities of businesses, the importance of customer relations and management complaints for maximizing customer satisfaction, and the advantages brought by the effective customer satisfaction management. In the practical part, specific features of customer satisfaction in the tourism and hospitality industry are investigated, the chosen hotel is introduced, and surveys are drawn for the distribution among Boutique Hotel employees and visitors. In the analytical part, the results of the surveys are evaluated, the SWOT analysis of the customer satisfaction practices in Boutique Hotel are run, and recommendations for improvement are elaborated.

Abstract:

Thesis focuses on customers’ satisfaction and means of its measurement. The aim of this thesis is to investigate customer satisfaction and customer satisfaction management practices on the example of a particular enterprise running its activities in the tourism and hospitality sector, namely Boutique Hotel. Thesis consists of three parts. The theoretical part is dedicated to the theoretical overview of customer satisfaction, its role in the corporate activities of businesses, the importance of customer relations and management complaints for maximizing customer satisfaction, and the advantages brought by the effective customer satisfaction management. In the practical part, specific features of customer satisfaction in the tourism and hospitality industry are investigated, the chosen hotel is introduced, and surveys are drawn for the distribution among Boutique Hotel employees and visitors. In the analytical part, the results of the surveys are evaluated, the SWOT analysis of the customer satisfaction practices in Boutique Hotel are run, and recommendations for improvement are elaborated.

Keywords

Customer satisfaction, complaints, customer relationship management system (CRM), survey analysis, Boutique hotel, business development, questionnaires.

Language used: English

Date on which the thesis was submitted / produced: 15. 4. 2016

Thesis defence

• Date of defence: 24. 6. 2016
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: M.A. Ondřej Kotouč

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication