Analiza pretpostavki onlajn lojalnosti u hotelijerstvu
Analysis of online loyalty assumptions in the hotel industry
Apstrakt
Upravljanje odnosima sa kupcima (CRM) je i dalje jedan od najznačajnijih procesa u savremenom turističkom poslovanju. Primenom CRM-a u onlajn poslovanju putem raznih digitalnih medija pruža se dodata vrednost, povećava nivo zadovoljstva, što posredno dovodi i do povećanja e-lojalnosti korisnika usluga. Predmet rada je analiza ključnih pretpostavki onlajn lojalnosti u hotelskom poslovanju. Poseban fokus je na analizi značaja onlajn recenzija pri donošenju odluka o rezervisanju hotelske ponude putem onlajn platformi. Takođe, predmet ispitivanja je uloga digitalnih instrumenata poput web sajta, aplikacija i društvenih mreža u povećanju e-lojalnosti. Cilj istraživanja je identifikovanje faktora koji imaju direktan i moderatorski uticaj (poverenja u brend hotela, onlajn satisfakcije korisnika i dr.) na stepen onlajn lojalnosti u hotelijerstvu. Značaj rada je u davanju smernica marketing menadžerima hotela za primenu efikasnih strategija privlačenja i zadržavanja što većeg broja onlajn kupaca u konkurentnom i dinamičnom onlajn poslovnom okruženju.
Abstract
Customer relationship management (CRM) is still one of the most important processes in modern tourism business. By applying CRM in online business through various digital media, added value is provided, satisfaction levels increase, which indirectly leads to an increase in e-loyalty of service users. The subject of the paper is the analysis of the key assumptions of online loyalty in the hotel business. Special focus is on analyzing the importance of online reviews when making decisions about booking hotel offers through online platforms. Also, the subject of investigation is the role of digital instruments such as websites, applications, and social networks in increasing e-loyalty. The goal of the research is to identify factors that have a direct and moderating influence (trust in the hotel brand, online satisfaction of users, etc.) on the degree of e-loyalty in the hotel industry. The importance of the paper is in providing guidelines to hotel marketing managers for the implementation of effective strategies to attract and retain as many online customers as possible in a competitive and dynamic online business environment.
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