Bachelor's Thesis

The Importance of Supplementary Services for Customers of a Cultural Centre

Final Thesis 3.19 MB

Author of thesis: Bc. Laura Giačová

Acad. year: 2025/2026

Supervisor: doc. Ing. Lucie Kaňovská, Ph.D.

Reviewer: Ing. Jakub Ulč

Abstract:

This bachelor's thesis focuses on the importance of supplementary services for customers of a cultural centre, specifically the bar and cloakroom services at Sono Music Club in Brno. The thesis is divided into three main parts. The theoretical part introduces key concepts of service management, including the Flower of Service model, the SERVPERF framework, and the tools of service blueprinting and customer journey mapping. The analytical part evaluates the current quality of both services using a customer survey, mystery shopping, and competitor benchmarking. Based on the findings, the proposal part presents four concrete recommendations aimed at improving the quality and perceived value of both services.

Keywords:

supplementary services, cultural centre, customer satisfaction, service quality, SERVPERF, mystery shopping, service blueprint, customer journey, competitor benchmarking, event venue

Date of defence

23.06.2026

Result of the defence

Defended (thesis was successfully defended)

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Grading

B

Process of defence

In her presentation, the student informed the committee about the objectives, solutions and results she had reached in her thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the question from the supervisor's assessment in full, the question from the opponent's assessment in full. Questions from committee members: 1. Ing. Schüller: Which of your proposals do you think is the most interesting for the potentional customers? - answered 2. Ing. Havíř: Sono is positioned as a premium. Are the prices equal to the positioning? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Department of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
doc. Ing. Lucie Kaňovská, Ph.D. (místopředseda)
Ing. David Schüller, Ph.D. (člen)

Supervisor’s report
doc. Ing. Lucie Kaňovská, Ph.D.

The stated objective of this thesis, which concerns a proposal of potential service modifications and improvements of supplementary services for the customers of a cultural centre has been achieved.

The author selected appropriate methods and the proposals are based on the analyses conducted and are elaborated in detail.

Based on the above, I recommend the thesis for defense.

Question for the defense:

Figure 33  shows a future-state customer journey map, how do you plan to confirm it? Do you plan some deeper discussions about your changes with the customers?
Evaluation criteria Verbal classification Grade
Meeting the objectives The stated objective of this thesis, which concerns a proposal of potential service modifications and improvements has been achieved. B
Selected procedure of the solution, the adequacy of the used methods Given the topic of the thesis, the author selected appropriate methods, incl. customer journey, service blueprint, primary research - customer surveys, mystery shopping and competitor benchmarking. A
The ability to interpret the results and to draw conclusions In this thesis, the author has clearly demonstrated the ability to apply the acquired theoretical knowledge in the analytical and proposal sections. A
The practical usability of conclusions The proposals are based on the analyses conducted and are elaborated in detail, incl. expected costs, benefits, risks (incl. mitigation strategy), responsibilities and timeline. Very useful is also text about implementation priority (Table 9).  B
The thesis´s framework, formalities, used terminology and the professional level of language The thesis follows a standard chapter structure.  B
Using of information resources, including citations Using of resources is good. - The thesis was verified using the Theses.cz system. The similarity rate is 2.9%. C

Grade proposed by supervisor: B

Reviewer’s report
Ing. Jakub Ulč

The aim of the thesis was to assess the importance of supplementary services for visitors of a cultural centre and propose evidence-based improvements. The aim is fully fulfilled. The theoretical part covers the necessary concepts but could have been more developed with a broader range of sources. I positively evaluate the combination of mystery shopping and a customer survey (100 respondents), which increases the validity of findings. The analytical part is at a very good level with data triangulation from three research methods. The proposal part contains four concrete recommendations with cost estimates, implementation timelines, RIPRAN risk analysis, and service blueprints illustrating before/after states — the evaluation of proposals is comprehensive. Quantification of expected benefits is missing from proposals. I recommend the thesis for defense.
Evaluation criteria Grade
Meeting the objectives A
Selected procedure of the solution, the adequacy of the used methods A
The ability to interpret the results and to draw conclusions A
The practical usability of conclusions B
The thesis´s framework, used terminology and the professional level of language B
Using of information resources C
Topics for thesis defence:
  1. The mystery shopping was conducted during one event. How would you verify whether the findings apply to other types of events?

Grade proposed by reviewer: B

Responsibility: Mgr. et Mgr. Hana Odstrčilová