SEIFERT, M. Řízení zkušenosti zákazníků [online]. Brno: Vysoké učení technické v Brně. Fakulta podnikatelská. 2014.
The topic of the thesis is quite new for our companies - one of the most positive aspect of this work is the concentration on really strategic issues of the company. In spite of rather limited experience with CX actions, Marian has proved very good insight in the theoretical aspect of this issue. The research is strictly focused on critical "parametres" of CX in the real life of analysed company. On the other side, the imperfection of submitted thesis is in limited discussion of potential "critical success factors" of recommendations.
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | C | The goals of dissertation are not explicitly stated, anyway, from the content it is clear, that Marián has concentrated on very important topic of (not only) marketing strategy: the development of customer experience. The absence of clearly defined goals, however, brings me to rather critical conclusions -this is not only "formal" issue, but very important aspect of this type of final work... | |
| Zvolený postup řešení, adekvátnost použitých metod | C | Methods of analysis are common methods of marketing research. Analytical part is based on questionnaires, the level of elaboration of results is just "basic" (frequency of answers, no hypothesis...) I believe the methods has been adequately chosen, the strongest part of research is based on very good analysis of secondary resources (really good selection of authors / materials. | |
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | C | Marian has demonstrated fairly good level of understanding of methods used and ability to draw conclusions. Major weakness of the thesis is the lack of concrete recommendations, namely precise evaluation of economic consequences of his recommendations. Positive feature is his "prioritization" of his recommendations in the last chapter. | |
| Praktická využitelnost výsledků | B | The analysis as well as recommendations are clearly focused on practical situation, the usability of conclusions is fairly good. More critical assessment of pros and cons of recommendations as well as more in-depth discussion of related organizational and/or financial consequences would be beneficial. | |
| Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň | A | Formal requirements has been met. | |
| Práce s informačními zdroji, včetně citací | A | The selection and discussion of theoretical outcomes is the most positive aspect of the thesis |
| Kritérium | Známka | Body | Slovní hodnocení |
|---|---|---|---|
| Splnění stanovených cílů | A | ||
| Zvolený postup řešení, adekvátnost použitých metod | A | ||
| Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry | B | ||
| Praktická využitelnost výsledků | B | ||
| Struktura práce, použitá terminologie a odborná jazyková úroveň | A | ||
| Práce s informačními zdroji | A |
eVSKP id 76917