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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2021

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

12

Strana od-do

79-90

Název nakladatele

Verlag der GUC

Místo vydání

Chemnitz

Místo konání akce

Železná Ruda

Datum konání akce

11. 11. 2021

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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