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Title: Applying the European Customer Satisfaction Index in the area of sport Objectives: The main objective of this paper is to determine customer satisfaction of the Czech Association Sport for All (ČASPV) using the methodology of the European Customer Satisfaction Index (ECSI) and following the results of the research propose recommendations. The sub-objectives include modification of the ECSI methodology for the area of sport and comparison of the resulting ECSI index values in terms of the quality management system applied in ČASPV, different methods of determining the weights of measurable variables and already conducted research in the Czech commercial environment. Methods: The work uses, through the methodology of the European Customer Satisfaction Index (ECSI), the method of quantitative marketing research. For the primary data collection from ČASPV agents and clients, electronic and written inquiries were used. Results: According to the resulting ECSI index values, ČASPV clients have been very satisfied with the services and activities of the Association. In terms of the quality management system applied in ČASPV, the Sport for All (SPV) union group, which is linked to the system, achieved a higher ECSI value. When compared with already completed studies at commercial entities, the total... |
