Utilization of customer satisfaction measurement in Czech tourism

Abstract

The paper deals with describing the method of satisfaction measurement as a one of marketing techniques used for detecting visitors´ satisfaction in tourist regions in the Czech Republic. In the treatise, we try to analyse visitors´ satisfaction with twenty four partial factors affecting total satisfaction. In the theoretical part of the paper, there are described methodological approaches to satisfaction measurement and presented various methods for satisfaction measurement with focus on the Satisfaction Pyramid method which is also used in the field part. Other presented methods are Customer Satisfaction Index, European Customer Satisfaction Model, Importance-Satisfaction Matrix, SERVQUAL Concept and KANO Model. Data have been collected all over the Czech Republic in years 2013, and 2014 twice every year. In the field part there are presented calculations of data and described total satisfaction, Satisfaction Index and partial satisfactions as well as level of satisfaction by tourist regions and the most important factors influencing total satisfaction, which are accommodation availability and information about region.