| Abstract [eng] |
The master thesis deals with the concepts of customer-perceived organisation switching costs and of organisational efforts to retain customers. The aim of the thesis is to determine the relationship between customer retention efforts by an organisation and customer-perceived switching costs. The empirical part of the thesis contains a description of the data collection method used: a questionnaire survey (a quantitative method). This part presents logical research framework, research method selection, and research process, it also defines research location and period, presents research instrument structure, and defines and presents research sample. Furthermore, scale reliability parameters are provided; Cronbach's alpha coefficient was used to assess them. Overall evaluation of customer switching costs and organisational efforts to retain customers is determined. Dependencies of relationships between evaluations of the dimensions of switching costs and organisational efforts to retain customers on sociodemographical characteristics of the respondents are revealed. Interrelations among these dimensions are also established. It has also been verified if there is any dependence between the organisational efforts to retain customers and the customer-perceived switching costs. |
