Abstract
Providing quality service is a priority for service companies. The quality of services being offered to customers is considered to be a means by which hotels obtain a competitive advantage in the market. The aim of this study was to identify the effects of customer satisfaction on their loyalty and frequency of re-visit intention in the hotels in Novi Sad. The research results indicate that management teams of analyzed hotels understand the needs of their guests quite well. Based on the results of descriptive statistical analysis and the results of the regression analysis, it is concluded that the quality of restaurant services is of a great importance to total guest satisfaction. The quality of services in the accommodation sector still has a great significance in the entire hotel offer, but not decisive.
Highlights
Obezbeđivanje kvalitetne usluge je prioritet za pružaoce usluga
The aim of this study was to identify the effects of customer satisfaction on their loyalty and frequency of re-visit intention in the hotels in Novi Sad
Odličan kvalitet usluge koji se nudi kupcima smatra se sredstvom kojim hotelski objekat ostvaruje konkurentsku prednost na tržištu, kojim se izdvaja od konkurencije, povećava lojalnost klijenata, poboljšava korporativni imidž, povećava poslovne performanse, zadržava postojeće klijenti, ali i privlači nove (Watson, McKenna, & McLean, 1992; Lewis, 1993; Smith, 1993)
Summary
Obezbeđivanje kvalitetne usluge je prioritet za pružaoce usluga. Kvalitet usluge koji se nudi kupcima smatra se sredstvom kojim hoteli ostvaruju konkurentsku prednost na tržištu. Odličan kvalitet usluge koji se nudi kupcima smatra se sredstvom kojim hotelski objekat ostvaruje konkurentsku prednost na tržištu, kojim se izdvaja od konkurencije, povećava lojalnost klijenata, poboljšava korporativni imidž, povećava poslovne performanse, zadržava postojeće klijenti, ali i privlači nove (Watson, McKenna, & McLean, 1992; Lewis, 1993; Smith, 1993). Merenje zadovoljstva korisnika usluga sastavni je deo napora da se unapredi kvalitet usluge, što dovodi do konkurentske prednosti hotelskog objekta (Cravens, Holland, Lamb Jr., & Moncrief III, 1988; Garvin, 1991). Kao što navode Engel i saradnici (Engel, Blackwell, & Miniard, 1990), ističe da kupci kupuju ponašanje i zadovoljstvo ostalih kupaca, odnosno da se njihovo opredeljenje za određeni smeštajni objekat zasniva na povratnim informacijama dobijenim od prethodnih korisnika usluga tog objekta – koncept word of mouth marketinga (marketinga od usta do usta) koji je posebno značajan za uslužne delatnosti.
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