Service Marketing Mix in Chosen Company

Ing. Veronika Beskydiarová

Diplomová práce

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

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 10. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 31. 5. 2017
• Vedoucí: Ing. Petra Jílková, Ph.D.
• Oponent: PhDr. Karel Eliáš, CSc.

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication