Understanding Consumer Behaviour in Service Improvements

Valeriya Chernova

Bakalářská práce

Abstract:

The objective of this thesis is to formulate, based on research findings, a conceptual proposal of improvements in marketing programs of a given company, and to evaluate and analyse the consumer behaviour of potential and existing customers.The diploma thesis is divided into two separate sections. The first portion consists of the theoretical part of the manuscript. The theoretical part is based on the critical review of information acquired from the study and comparison of relevant resources. This was completed by the utilization of various methods such as; induction and deduction, abstraction, and synthesis. The second part of the thesis focuses on the practical aspects of the document. This portion is centered on understanding the consumer behaviour of a given company. Data for the practical part of the thesis was acquired by utilizing appropriate data collection techniques such as; observation, interviews and survey questionnaires. Based on the conducted research, the relevant conclusions were drawn.

Keywords

hospitality industry, consumer psychology, consumer behaviour

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 30. 11. 2020

Obhajoba závěrečné práce

• Vedoucí: doc. Ing. Petr Procházka, MSc. Ph.D.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics Policy and Administration / Business Administration