Suchergebnisse

The importance of balneology for the economy of the Czech Republic has always been crucial. At a time of an unstable political environment as well as turbulent legislative and other changes, there is nothing more important than to ensure that spa guests are satis fi ed and that they return. Building customer loyalty and fi delity is a priority and today, it is one of the vital characteristics of modern marketing. A customer-oriented policy may become one of the keys to business success. The centre point of the issue under review is the difference between the expected and perceived level and its positioning in the tolerance zone of a particular customer. The main objective of the research is to examine the possibilities of measuring loyalty and satisfaction of customers in a spa company based on comparably simple data collection. The secondary objective is to point out the speci fi c nature of providing spa services along with the factors that substantially in fl uence the overall result of satisfaction and loyalty. The research results showed that managers and customers perceive the importance of satisfaction factors differently: customers put more stress on boarding than expected. As well as differences in levels of customer satisfaction and loyalty indices were proofed for different segments of customers. Therefore, the Czechs are in general more satis fi ed than Germans. Customers who come more often tend to be less satis fi ed. The guests, whose stay is at least partially covered by public health insurance, are more satis fi ed than self-paying customers. In general, it seems to be possible to obtain essential information about the customers and their satisfaction and loyalty from rather simply structured data gained with an easy questionnaire.

Despite the growing attention that is being paid to sustainability in the literature, little empirical research has been conducted on developing the link between sustainability and marketing strategy and moreover, only a few empirical studies have investigated this issue in Central and Eastern Europe. The conducted empirical survey examines the relationship between marketing strategy and sustainability from the perspective of enterprises in Slovakia. The authors have used binary logistic regression as an evaluation method. The empirical findings are based on 896 responses from different forms of companies in Slovak Republic. The results show that the legal form of a business organization is a relevant determinant of philosophy of sustainability when organization defines a marketing strategy and implements it into corporate strategy. Based on the results it can also be concluded that the environmental aspect of sustainability is determined by the size of organization and the sector of national economy where a company operates, while the social aspect is mainly determined by the share of foreign capital in the ownership structure of an organisation. This study contributes to the European research that studies the relation between sustainability and the marketing strategy by means of an empirical investigation in business organisations in a transition economy such as Slovakia.