Uticaj dimenzije serqual na satisfakciju i lojalnost kupaca - empirijsko istraživanje iz srpske hotelske industrije

Abstract

The paper deals with the analysis of the implication of Total Hotel Service Quality (THSQ) on customer satisfaction and loyalty, as well as with identifying the key dimensions of Total Hotel Service Quality which significantly affect customer satisfaction and loyalty. The analysis was performed in the context of the national characteristics of the respondents (dimensions of national cultures determined by Hofstende) and the context of the demands of modern tourists. The empirical research included 175 participants who all were the hotel visitors. The results prove that the hypothesis of the significantly positive impact of THSQ on customer satisfaction and loyalty is valid. Also, the Assurance, Tangibility, and Empathy emerge as the key dimensions of quality while determining the level of satisfaction and loyalty of customers. The obtained results were verified using the Dufour Monte Carlo Simulation test procedure.