Customer satisfaction and how to measure it (case study)

Ing. Kateryna Grydasova

Master's thesis

Abstract:

Topic of the Diploma Thesis is Customer Satisfaction and how to Measure It. The purpose of the existence of any business is a profit that new and permanent clients bring. Trust of people must be earned. The main indicator of quality of activity of any company is the satisfaction of their clients. Customers whose requirements your product or service did not satisfy will not come back to you. To avoid such errors and have a successful business it is important always to examine the level of customer satisfaction. One of the most effective ways of measuring satisfaction is to count Customer Satisfaction Index. There are several ways to calculate that index, but after studying the pros and cons the method of questionnaire was chosen. The object of research is the company Magic-Tours, which operates in the market of tourist services. With the help of a questionnaire the Customer Satisfaction Index of a company Magic-Tours was calculated. It can be concluded that the quality of company services should be higher, as the index has an average value and it’s significantly worse than indicators of the company's major competitors. With the help of SWOT-analysis of the company Magic-Tours, as well as with a help of customer complaints in questionnaires, weaknesses of the company Magic-Tours have been found, on the basis of which recommendations to improve the Customer Satisfaction Index have been developed.

Abstract:

Topic of the Diploma Thesis is Customer Satisfaction and how to Measure It. The purpose of the existence of any business is a profit that new and permanent clients bring. Trust of people must be earned. The main indicator of quality of activity of any company is the satisfaction of their clients. Customers whose requirements your product or service did not satisfy will not come back to you. To avoid such errors and have a successful business it is important always to examine the level of customer satisfaction. One of the most effective ways of measuring satisfaction is to count Customer Satisfaction Index. There are several ways to calculate that index, but after studying the pros and cons the method of questionnaire was chosen. The object of research is the company Magic-Tours, which operates in the market of tourist services. With the help of a questionnaire the Customer Satisfaction Index of a company Magic-Tours was calculated. It can be concluded that the quality of company services should be higher, as the index has an average value and it’s significantly worse than indicators of the company's major competitors. With the help of SWOT-analysis of the company Magic-Tours, as well as with a help of customer complaints in questionnaires, weaknesses of the company Magic-Tours have been found, on the basis of which recommendations to improve the Customer Satisfaction Index have been developed.

Keywords

Customer, needs, satisfaction, behavior, research, decision-making, expectations, quality, questionnaire, Customer Satisfaction Index

Language used: English

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

Thesis defence

• Date of defence: 26. 8. 2016
• Supervisor: PhDr. Karel Eliáš, CSc.
• Reader: Ing. Jiří Šnajdar

University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication