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Service Marketing Mix in Chosen Company – Ing. Veronika Beskydiarová

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication

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Ing. Veronika Beskydiarová

Master's thesis

Service Marketing Mix in Chosen Company

Service Marketing Mix in Chosen Company

Abstract: The main objective of the diploma thesis is to describe the service marketing mix of a chosen company. The aim of this thesis is a study of tools of service marketing mix and other factors, which are directly influencing the service industry and the whole process of service delivery. Thesis is analysing the competitors of the company, customer’s characteristics and its promotional effort. This work also brings interesting first-hand information about the carwash industry. It also reveals how such an easy-looking business should also cover all strict requirements, when aiming to be successful.

Keywords: service, marketing mix, service marketing mix, carwash, customer, CRM, satisfaction, marketing, competition, promotion, 7P, 7C, EHRLE, Green Elephant

Language used: English

Thesis defence

  • Date of defence: 31. 5. 2017
  • Supervisor: Ing. Petra Jílková, Ph.D.
  • Reader: PhDr. Karel Eliáš, CSc.

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