Analysis of customer satisfaction with and loyalty to a selected brand in the automobile industry

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F21%3A43963389" target="_blank" >RIV/49777513:23510/21:43963389 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Analysis of customer satisfaction with and loyalty to a selected brand in the automobile industry
Original language description
The principal aim of this article is to present an analysis of customer satisfaction and loyalty with respect to the Škoda brand. The analysis included conducting marketing research using a questionnaire survey, the results of which were used to calculate the customer satisfaction index, the customer loyalty index and the net promoter score. First, the article presents definitions of the basic terminology, such as brand, customer, customer satisfaction and customer loyalty, and selected methods used in their determination. The results in the customer loyalty index and the net promoter score suggested good loyalty results. The presented research can also be applied to other brands and other sectors of the economy. The research results led to targeted measures aimed at increasing customer satisfaction and loyalty with respect to the Škoda brand.
Czech name
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Czech description
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Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Opportunities and Threats to Current Business Management in Cross‐border Comparison 2021
ISBN
978-3-86367-067-2
ISSN
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e-ISSN
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Number of pages
12
Pages from-to
79-90
Publisher name
Verlag der GUC
Place of publication
Chemnitz
Event location
Železná Ruda
Event date
Nov 11, 2021
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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