{
    "id": 264,
    "date": "2015-01-17T15:04:36",
    "date_gmt": "2015-01-17T14:04:36",
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        "rendered": "http:\/\/www.surveyrock.com\/blog\/?p=264"
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    "modified": "2020-10-19T13:28:40",
    "modified_gmt": "2020-10-19T11:28:40",
    "slug": "customer-surveys-bridging-expectation-gap-consumers-suppliers",
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    "link": "http:\/\/www.surveyrock.com\/blog\/cs\/pruzkumy-zakazniku-preklenuti-mezery-v-ocekavani-spotrebitelu-dodavatelu\/",
    "title": {
        "rendered": "Pr\u016fzkumy mezi z\u00e1kazn\u00edky - p\u0159eklenut\u00ed rozd\u00edl\u016f v o\u010dek\u00e1v\u00e1n\u00edch spot\u0159ebitel\u016f a dodavatel\u016f"
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        "rendered": "<p><strong>Pozn\u00e1mka: Term\u00edn spot\u0159ebitel\u00e9 a dodavatel\u00e9 lze zam\u011bnit za term\u00edny podnikatel\u00e9 a klienti.<\/strong><\/p>\n\n\n\n<p>Zjednodu\u0161en\u011b lze \u0159\u00edci, \u017ee rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00edch vznik\u00e1, kdy\u017e existuje rozd\u00edl mezi t\u00edm, co od v\u00e1s klienti o\u010dek\u00e1vaj\u00ed, a t\u00edm, co skute\u010dn\u011b dostanou. A\u010dkoli je tento pojem \u0161iroce pou\u017e\u00edv\u00e1n jako pojem auditu - v obecn\u00e9 rovin\u011b se jedn\u00e1 o tzv. <a href=\"http:\/\/hotelexecutive.com\/business_review\/2382\/closing-the-gap-between-guest-expectation-and-management-perception\">rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00ed<\/a> lze vysv\u011btlit pomoc\u00ed n\u00e1sleduj\u00edc\u00edch sc\u00e9n\u00e1\u0159\u016f:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Zam\u011bstnanec, kter\u00fd o\u010dek\u00e1v\u00e1 zv\u00fd\u0161en\u00ed platu a pov\u00fd\u0161en\u00ed, ale nedostane je.<\/li><li>Z\u00e1kazn\u00edk, kter\u00fd o\u010dek\u00e1v\u00e1 vysokou kvalitu v\u00fdrobk\u016f, ale nakonec dostane nekvalitn\u00ed zbo\u017e\u00ed.<\/li><li>Investor, kter\u00fd o\u010dek\u00e1v\u00e1 ur\u010ditou n\u00e1vratnost investice, ale nedostane ji.<\/li><\/ul>\n\n\n\n<!--more-->\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignright size-large\"><a href=\"http:\/\/www.surveyrock.com\/blog\/2015\/01\/customer-surveys-bridging-expectation-gap-consumers-suppliers\/\"><img decoding=\"async\" src=\"https:\/\/surveyrock-blog.s3.amazonaws.com\/blog\/wp-content\/uploads\/2015\/01\/Customer-survey-expectation-gap.jpg\" alt=\"Rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00edch z\u00e1kazn\u00edk\u016f\"\/><\/a><\/figure><\/div>\n\n\n\n<p>Pro prosperitu ka\u017ed\u00e9ho podniku je p\u0159eklenut\u00ed t\u00e9to mezery nezbytn\u00e9. To umo\u017e\u0148uje lep\u0161\u00ed \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky. Usnad\u0148uje tak\u00e9 vypracov\u00e1n\u00ed z\u00e1sad t\u00fdkaj\u00edc\u00edch se zam\u011bstnanc\u016f, marketingu a dal\u0161\u00edch strategi\u00ed orientovan\u00fdch na obchod a z\u00e1kazn\u00edka.<\/p>\n\n\n\n<p>Pro mal\u00e9 i st\u0159edn\u00ed podniky je z\u00e1sadn\u00ed porozum\u011bt jejich klient\u016fm. Zejm\u00e9na pro odv\u011btv\u00ed slu\u017eeb je spokojenost z\u00e1kazn\u00edk\u016f a zam\u011bstnanc\u016f kl\u00ed\u010dem k r\u016fstu.<\/p>\n\n\n\n<p>V\u00fdzkumem bylo zji\u0161t\u011bno, \u017ee n\u00e1klady na <a href=\"http:\/\/hotelexecutive.com\/business_review\/2382\/closing-the-gap-between-guest-expectation-and-management-perception\">p\u011btkr\u00e1t<\/a> v\u00edce, abyste z\u00edskali nov\u00e9ho z\u00e1kazn\u00edka. Spokojen\u00fd z\u00e1kazn\u00edk, kter\u00fd p\u0159ivede dal\u0161\u00ed z\u00e1kazn\u00edky, m\u016f\u017ee z\u00e1rove\u0148 v\u00fdrazn\u011b sn\u00ed\u017eit va\u0161e v\u00fddaje na marketing a reklamu.<\/p>\n\n\n\n<p>Jak tedy p\u0159eklenout rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00edch a zajistit spokojenost a udr\u017een\u00ed klient\u016f?<\/p>\n\n\n\n<p>Prost\u0159ednictv\u00edm v\u00fdzkumu a pr\u016fzkum\u016f! K pochopen\u00ed toho, pro\u010d mezera v\u016fbec vznikla, lze vyu\u017e\u00edt vhodn\u00fd pr\u016fzkum. Tento pr\u016fzkum v\u00e1m po vypln\u011bn\u00ed a vr\u00e1cen\u00ed umo\u017en\u00ed analyzovat, pro\u010d si va\u0161i z\u00e1kazn\u00edci st\u011b\u017euj\u00ed. Co se jim nel\u00edb\u00ed? Pro\u010d nejsou va\u0161i zam\u011bstnanci spokojeni? Co je\u0161t\u011b m\u016f\u017eete ud\u011blat pro zlep\u0161en\u00ed sv\u00fdch v\u00fdrobk\u016f a slu\u017eeb?<\/p>\n\n\n\n<p>T\u00edm v\u0161ak probl\u00e9m nekon\u010d\u00ed. Navrhov\u00e1n\u00ed pr\u016fzkumu m\u016f\u017ee b\u00fdt samo o sob\u011b n\u00e1ro\u010dn\u00fdm \u00fakolem. N\u00e1klady s t\u00edm spojen\u00e9, pot\u0159ebn\u00e9 postupy, sestaven\u00ed a anal\u00fdza jsou n\u011bkter\u00e9 z v\u00fdzev, kter\u00fdm budete \u010delit. Nav\u00edc, bude v\u00e1\u0161 pr\u016fzkum skute\u010dn\u011b odr\u00e1\u017eet n\u00e1zory a stanoviska va\u0161eho publika? Budou dostate\u010dn\u00e9 a vhodn\u00e9 k p\u0159eklenut\u00ed rozd\u00edlu?<\/p>\n\n\n\n<p><a href=\"http:\/\/www.surveyrock.com\/online-survey-tools\">Online pr\u016fzkumy<\/a> poskytuje jednoduch\u00e9 a \u00fa\u010dinn\u00e9 \u0159e\u0161en\u00ed v\u0161ech t\u011bchto probl\u00e9m\u016f. Tyto pr\u016fzkumy jsou <a href=\"http:\/\/www.surveyrock.com\/free-online-surveys\">n\u00e1kladov\u011b efektivn\u00ed<\/a> a snadno se navrhuj\u00ed a distribuuj\u00ed. Pr\u016fzkumy mohou b\u00fdt <a href=\"http:\/\/www.surveyrock.com\/home\/features.html\">na m\u00edru<\/a> nejen spl\u0148ovat po\u017eadavky va\u0161\u00ed organizace, ale tak\u00e9 b\u00fdt snadno srozumiteln\u00fd va\u0161\u00ed c\u00edlov\u00e9 skupin\u011b.<\/p>\n\n\n\n<p>A kone\u010dn\u011b, v\u00e1\u0161 pr\u016fzkum nemus\u00ed b\u00fdt ve\u0159ejn\u00fd. M\u016f\u017eete nap\u0159\u00edklad zv\u00e1\u017eit rozesl\u00e1n\u00ed dotazn\u00edku zam\u011bstnanc\u016fm jednoho konkr\u00e9tn\u00edho odd\u011blen\u00ed nebo hierarchick\u00e9 \u00farovn\u011b (na z\u00e1klad\u011b jejich znalost\u00ed a odbornosti). Rozesl\u00e1n\u00edm jedine\u010dn\u00e9ho odkazu na pr\u016fzkum konkr\u00e9tn\u00edm skupin\u00e1m osob m\u016f\u017eete <a href=\"http:\/\/www.surveyrock.com\/home\/features.html\">omezte sv\u00e9 publikum<\/a>.<\/p>\n\n\n\n<p>Chcete-li se dozv\u011bd\u011bt v\u00edce o v\u00fdhod\u00e1ch online pr\u016fzkum\u016f a o tom, jak pom\u00e1haj\u00ed p\u0159eklenout rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00ed mezi v\u00e1mi a va\u0161imi z\u00e1kazn\u00edky, nav\u0161tivte pros\u00edm str\u00e1nku. <a href=\"http:\/\/www.surveyrock.com\/home\/\">SurveyRock<\/a>.<\/p>",
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        "rendered": "<p>Pozn\u00e1mka: Term\u00edn spot\u0159ebitel\u00e9 a dodavatel\u00e9 lze zam\u011bnit za term\u00edny podnikatel\u00e9 a klienti. Zjednodu\u0161en\u011b lze \u0159\u00edci, \u017ee rozd\u00edl v o\u010dek\u00e1v\u00e1n\u00ed vznik\u00e1 tehdy, kdy\u017e existuje rozd\u00edl mezi t\u00edm, co od v\u00e1s klienti o\u010dek\u00e1vaj\u00ed, a t\u00edm, co skute\u010dn\u011b dostanou. A\u010dkoli je tento pojem \u0161iroce pou\u017e\u00edv\u00e1n jako pojem auditu - v obecn\u00e9 rovin\u011b m\u016f\u017ee mezera v o\u010dek\u00e1v\u00e1n\u00ed [...]<\/p>",
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