Criminality and its Effect on the Merchant Image
Ing. Pavel Kulfánek

The article on the topic “Criminality and its effect on the merchant image” is divided into two main parts. First part is based on method secondary sources collection. In this part theoretical basis and methodology is presented. The second, practical, part comprises mainly out of questionnaire research method and modified semantic differential. In this part, there is organisation image, related to this topic, analysed. Practical part is summarised by the conclusion. In the conclusion is possible to find also the recommendation that should lead to the improvement of the current company’s status. There was following important discovery found. The employees of merchant are insufficiently prepared to solve the steps after the criminal action and to help the customer. This reality is possible to influence from the side of merchant and reduce the customer negative tension.
Key words: Image, theft, perception, customer, merchant.