Identifikace příčin klesající spokojenosti zákazníků společnosti Alza.cz, a.s

The content of the bachelor thesis focuses on customer satisfaction of the online store Alza.cz a.s. The main goal is to identify the factors that may be the cause of the declining satisfaction of B2C customers of this e-shop. The thesis is based on the theoretical basis of the European Customer Satisfaction Index (ECSI), which is based on seven hypothetical variables, which include customer satisfaction, customer loyalty, image, customer expectations, customer-perceived quality and value, and customer complaints. These hypothetical variables are influenced by other sub-factors that customers complain about when they are lacking and vice versa. These short-comings, their frequency, and their impact on overall customer satisfaction and the customer's relationship to the business are the subject of the work. The breakdown of hypothetical variables into measurable variables makes it easier to identify weaknesses in e-commerce services and to respond to them better. The secondary goal is to categorize Alza.cz customers into five characteristic groups according to the loyalty and satisfaction matrix. The findings showed that customers of this online store have high expectations, do not perceive the services of the store in comparison to the competition as superior, are sensitive to price, references do not affect their purchasing decisions, and they perceive shortcomings in customer approach.