Spokojenost zákazníků v dané firmě (TASY s.r.o.)

Abstract The diploma thesis is focused on customer satisfaction in the given enterprise and recommendations for the improvement of strategic goals. The study has been studying the analysis of satisfaction factors and four different parts that the consumers find out to be satisfied with. The parts of satisfaction that are measured and analyzed are price and products, logistics, customer services, and IT (information technology). The theoretical background includes the literature review and the principles of study marketing, consumer, satisfaction, and marketing research which were the base of the analysis in the practical part. The theoretical part is followed by the information about the specific enterprise which was chosen to be company TASY s.r.o. This enterprise is one of the largest wholesale companies with tires in the Czech Republic and other business activities related to tires. The last part of the study is the practical part which consists of a survey and its implementation followed by the analysis and further recommendations for the company. The conclusion summarizes the satisfaction of customers with product and prices, logistics, customer services, and logistics. The limitations and results are provided in the conclusion and specific recommendations are given based on the data collected throughout the survey.