Vnímání kvality v retailových řetězcích generací Z: Empirický výzkum založený na teorii vnímání kvality spotřebiteli s použitím vybrané metody

The objective of this thesis is to explore the perception of product and service quality by Generation Z in grocery retail chains, identify factors influencing this perception, and analyze the impact of quality perception on purchasing behavior. To achieve this goal, the thesis draws on theoretical insights related to quality measurement and employs the Retail Service Quality Scale (RSQS) as the method for the research. This method identifies dimensions and areas of quality in retail chains. The research sample consists of individuals from Generation Z, born between 1996 and 2009, as they are either approaching or at the beginning of their productive age. For retail chains, understanding their quality requirements is crucial. The results provide an evaluation of quality in major retail chains on the Czech market and reveal areas where these chains should focus in the future to meet the expectations of Generation Z.