Customer experience

Andrea Brayerová

Bachelor's thesis

Abstract:

This bachelor's thesis discusses the concept of Customer experience and analyses current status of customer experience in the chosen company based on a method mystery shopping. The goal of this bachelor's thesis is to design possible measures that will lead to great customer experience in the chosen company. The theoretical part deals with findings about Customer experience and mystery shopping. The practical part is focused on the process of research in the chosen company and interprets results from the Mystery shopping research. Based on a comparison of intended marketing strategy and results of the research there will be designed measures that will improve Customer experience in the chosen company with economic evaluation of the measures.

Abstract:

Bakalárska práca sa zaoberá konceptom Customer experience a zhodnotením aktuálneho stavu Customer experience v konkrétnom podniku na základe metódy mystery shopping. Cieľom bakalárskej práce je navrhnúť opatrenia na zlepšenie Customer experience vo vybranom podniku. Teoretická časť sa zaoberá základnými poznatkami z oblasti Customer experience a mystery shopping. V praktickej časti práce bude dokumentovaný priebeh výskumu vo vybranom podniku vo forme mystery shoppingu a na základe komparácie zamýšľanej marketingovej stratégie a výsledkov budú navrhnuté opatrenia na zlepšenie Customer experience v podniku vrátane ich ekonomického zhodnotenia.

Kľúčové slová

Customer experience, Customer experience management, meranie Customer experience, mystery shopping, zákaznícka spokojnosť, kvalita služieb Customer experience measurement, Customer satisfaction, service quality

Jazyk práce: Slovak

Datum vytvoření / odevzdání či podání práce: 10. 5. 2021

Obhajoba závěrečné práce

• Obhajoba proběhla 17. 6. 2021
• Vedúci: Ing. Petr Mikuš, Ph.D.
• Oponent: Ing. Renata Čuhlová, Ph.D.

Masaryk University

Faculty of Economics and Administration

Bachelor programme / odbor:
Business Management / Business Management