13.1.13.4 HB6202 Customer Analysis and Customer Research 2 CR 3 ECTS Credits

Objectives:
The student will know how to research and analyse customer needs, values and expectations and shopping habits and will know the meaning of factors affecting customer satisfaction and loyalty. The student will be able to draw essential conclusions from marketing point of view and will be able to build a customer database.

Content:
Demand and Customer Analysis, Processing and Analysing Information / Basis of Setting-Up Database / Process of Selecting Research Method and Factors in Carrying It Out / Execution of Research, Analysis of Results and Drawing Conclusions / Combining Databases and Making Use of Them / From Analysis of Customer Satisfaction to Evaluation of Customer Benefits

Method:
Lectures, assignment, examination

Prerequisites:
HB6200 Developing and Managing Services

Semester:
Term 3