Optimalizace zákaznické cesty v online prostředí společnosti R-speed s.r.o

This thesis focuses on improving the online marketing strategy of R-speed Inc., a company specialising in Volvo car servicing. In response to rapidly changing technological trends and customer preferences, the company's existing marketing communications were analysed and key areas for improvement were identified. The main objective was to design an effective use of the See-Think-Do-Care model that reflects the stages of the customer journey. The theoretical part provides a foundation in marketing management and communication mix, including the application of principles from the automotive industry. The practical part includes an analysis of existing communication and quantitative research on the factors that influence customers' decision making when choosing a car service. The thesis makes specific recommendations to help improve online communication, increase customer satisfaction and strengthen loyalty. Implementation of the proposed strategies will enable the company to use digital channels more effectively, respond to customer feedback and strengthen its competitiveness in the marketplace