|Opis:||The purpose of this diploma work is to research the possibility of improving the service of the sale of LCD televisions on the domestic market.One of the most important criteria for measuring the performance of a company is the quality of service.Continuous improvement is the prerequisite for the growth and competitiveness of companies, and this is the topic of this Diploma work. The introductory theoretical part contains a presentation of the main characteristics of the service quality. It includes a short explanation of the importance of meeting customer needs, value for the customer, facing the service and the factors of the quality of service.This is followed by a detailed presentation of assessing the quality of service by customers, customer satisfaction and focus on the customer.The final part of the theoretical part presents the models for assessing and improving the quality of service. The following models are described: 4Q model of the quality of service, the model of the expected and perceived quality of service, gap model, model of interrelationship between the service provider and user, and SERVQUAL model.
In the research part of the Diploma work we were trying to find potential possibilities of improving the service of the sale of LCD televisions on the domestic market with the help of two surveys.The first survey was aimed at the customers who have bought an LCD television in order to get to know their experience with the sales staff.The survey contains 15 multiple-choice questions about the quality of services, provided by the shops and their employees,customer satisfaction after the purchase of LCD televisions, the appearance of the shops and sales staff.
The second survey was aimed at the sales staff, employed in shops where LCD televisions are sold in order to find out their opinions about potential improvements of the quality of service.The survey contains 8 multiple-choice questions about the specialised information they provided to customers, consistency and what they would improve if they could make decisions.
Numerous potential improvements were detected on the basis of the two surveys, which are dealt with in the final part of the Diploma work. Main improvements include increasing the number of staff in shops where LCD televisions are sold, when that is required.December, which is the most significant month for shops, is the main period when the number of staff should be increased.In addition, staff would need additional training so that the information they provide to the customers can be more professional and better.Another important improvement is the increase of funds for marketing.One of the negative experiences mentioned by customers was the offer of LCD televisions in shops, which they thought was too small.Consequently, the customer does not have enough equivalents and is not able to make a quality decision which television to buy.
In conclusion, management of shops will have to devote more time to the sales staff in shops,listen to them and find appropriate solutions together, which will be positive for both, the shops and their employees and buyers of LCD televisions.In our opinion, only the most flexible companies will be successful.|