Abstract
The thesis is aimed at the problems of service quality and its evaluation in the area of sport. Background research of the most frequent methods used for evaluation of service quality was done whereas attention was paid to subjective criteria measurement, where customers themselves decide how to evaluate service quality.
A practical part deals with cross-cultural interpretation and validity of SERVQUAL (Parasuraman, Zeithaml, Berry, 1988), originally validated for the USA customers. The questionnaire was translated into the Czech language by the method of modified direct translation and during its pilot standardization was tested on the sample of 146 respondents from two fitness centers.
That modified Czech version of the SERVQUAL questionnaire was the main tool for data collection during marketing research carried out in 6 fitness centers which were chosen randomly. The total number of respondents was 697.
The main target of this research was to obtain and analyze customers' opinion on individual characteristics of service quality. After finishing the research, reliability of tested sample was repeatedly evaluated by structural modelling.
The results were used for designing of a hierarchic structure model with one general factor and four sub-factors which is corresponding to subscales of the questionnaire.