Analýza zákaznické spokojenosti v Galerii moderního umění Hradec Králové

The master’s thesis focuses on customer satisfaction in the Gallery of Modern Art in Hradec Králové. The theoretical part first briefly introduces the concepts of marketing and perceived value, then moves on to the definition of services, customer and customer satisfaction. The practical part focuses on the introduction of Gallery of Modern Art and the evaluation of the questionnaire survey that was conducted. The survey explores the satisfaction of gallery visitors with the various factors that were selected based on the literature research. Overall satisfaction, post-purchase behaviour and Net Promoter Score were also analysed. Correlation coefficients are constructed for each factor to indicate their dependence on overall satisfaction. This thesis aims to determine how gallery visitors evaluate these factors and whether they are related to their overall satisfaction. The thesis results in finding the factors that the gallery should focus on to increase overall satisfaction.