Analysis of Customer Satisfaction in Czech Teahouses

Bc. Diana Korosteleva

Bachelor's thesis

Abstract:

KOROSTELEVA, Diana. Analysis of Customer Satisfaction in Czech Teahouses. Bachelor’s thesis. Institute of Hospitality Management in Prague 8, Ltd. Prague: 2020. Total number of pages: 71. The bachelor’s thesis “Analysis of Customer Satisfaction in Czech Teahouses” main aim is to analyze customer satisfaction with the service, menu and ambience in Czech teahouses. To explore the nature of the teahouse phenomenon and tea culture in this country. A research question was set: what constitutes the highest satisfaction and dissatisfaction of customers? The first chapter of this paper, theoretical one, introduces the history of tea, tea types and tea effects, customs and a concept of teahouses as well as background information on customer satisfaction and its measurement. It includes information on the chosen methodological tools and how they were applied to collect the required data. The next chapter, analytical one, takes a deeper look at the processed data from several teahouses in different parts of the country, contains key takeaways from a focus group discussion, results of mystery shopping and more data obtained from online customer reviews. Data was processed both quantitatively and qualitatively. The results have shown that the strongest factors of customer satisfaction in Czech teahouses at this point in time are high quality tea, quality of service, knowledge and informativeness of staff, unique ambience. There is space for improvement mainly in the areas of menu and ambience, where it is suggested to increase diversity of meal offer and improve the quality of smaller meals like snacks, to incorporate a more thoughtful approach in choosing music ambience and not make it loud in attempt to increase the privacy of a teahouse space. It is also suggested, when it comes to seating options, to focus on carpeted floor seats and armchair seats. Another recommendation for teahouses that also serve waterpipes to accompany tea is to make sure the preparations required for smoking a waterpipe are done thoroughly and knowledgeably every step of the way; to improve ventilation and use air dehydrators to decrease the humidity of air.

Abstract:

KOROSTELEVA, Diana. Analysis of Customer Satisfaction in Czech Teahouses. Bachelor’s thesis. Institute of Hospitality Management in Prague 8, Ltd. Prague: 2020. Total number of pages: 71. The bachelor’s thesis “Analysis of Customer Satisfaction in Czech Teahouses” main aim is to analyze customer satisfaction with the service, menu and ambience in Czech teahouses. To explore the nature of the teahouse phenomenon and tea culture in this country. A research question was set: what constitutes the highest satisfaction and dissatisfaction of customers? The first chapter of this paper, theoretical one, introduces the history of tea, tea types and tea effects, customs and a concept of teahouses as well as background information on customer satisfaction and its measurement. It includes information on the chosen methodological tools and how they were applied to collect the required data. The next chapter, analytical one, takes a deeper look at the processed data from several teahouses in different parts of the country, contains key takeaways from a focus group discussion, results of mystery shopping and more data obtained from online customer reviews. Data was processed both quantitatively and qualitatively. The results have shown that the strongest factors of customer satisfaction in Czech teahouses at this point in time are high quality tea, quality of service, knowledge and informativeness of staff, unique ambience. There is space for improvement mainly in the areas of menu and ambience, where it is suggested to increase diversity of meal offer and improve the quality of smaller meals like snacks, to incorporate a more thoughtful approach in choosing music ambience and not make it loud in attempt to increase the privacy of a teahouse space. It is also suggested, when it comes to seating options, to focus on carpeted floor seats and armchair seats. Another recommendation for teahouses that also serve waterpipes to accompany tea is to make sure the preparations required for smoking a waterpipe are done thoroughly and knowledgeably every step of the way; to improve ventilation and use air dehydrators to decrease the humidity of air.

Keywords

analysis, customer satisfaction, Czech teahouses, focus group, tea, questionnaires

Language used: English

Date on which the thesis was submitted / produced: 21. 12. 2020

Thesis defence

• Date of defence: 25. 1. 2021
• Supervisor: Ing. Darina Svobodová
• Reader: Mgr. Daniel Lang

Institute of Hospitality Management in Prague

Bachelor programme / field:
Hospitality Management / Hospitality Management