Razvoj dugoročnih odnosa sa korisnicima wellness centara javnog sektora
Development of long-term relationships with customers of public sector wellness centers
Apstrakt
Predmet istraživanja u ovom radu je značaj izgradnje dugoročnih odnosa sa korisnicima u uslužnom sektoru rekreacije i velnesa radi povećanja stepena lojalnosti i zadovoljstva korisnika boravkom u centru i konzumacijom odabranih usluga. Cilj istraživanja je utvrditi uticaj određenih faktora na pozitivno korisničko iskustvo i lojalnost korisnika odabranog centra. U svrhu istraživanja korišćen je metod ispitivanja, a uzorak je činilo 92 korisnika odabranih rekreativnih centara u javnom sektoru. Zaključeno je da određeni faktori pozitivno utiču na korisničko iskustvo i lojalnost korisnika odabranog centra. Faktor koji se odnosi na komunikaciju sa zaposlenima umereno korelira sa lojalnošću korisnika, dok faktori koji se odnose na kvalitet i ponudu usluga pokazuju visoku korelaciju. Takođe, utvrđeno je da kvalitet i ponuda usluga u visokoj meri utiču na lojalnost korisnika centru. Konačno, pokazalo se da faktor ukupnog korisničkog iskustva ima visoku korelaciju sa lojalnošću korisnika, što predstavlja povoljan rezultat za ispitivane centre. Na osnovu prikupljenih informacija i izvedenih zaključaka stiče se osnova za kreiranje odgovarajućih rešenja koja bi unapredila korisničko iskustvo i poslovanje rekreativnih i velnes centara u javnom sektoru, što ujedno predstavlja i značaj ovog istraživanja.
Abstract
The subject of this study is the significance of building long-term relationships with customers in the recreation and wellness service sector in order to increase customer loyalty and satisfaction through their stay at the center and consuming selected services. The aim of the research is to determine the impact of certain factors on positive customer experience and loyalty to the chosen center. A survey method was used for the research, with a sample consisting of 92 users of selected recreational centers in the public sector. It was concluded that certain factors positively influence the customer experience and loyalty to the chosen center. The factor related to interpersonal communication with employees moderately correlates with customer loyalty, while factors related to service quality and offerings show a high correlation. Additionally, it was found that service quality and offerings significantly influence customer loyalty to the center. Finally, it was shown that the factor of overall customer experience has a high correlation with customer loyalty, which is a favorable result for the examined centers. Drawing from the information gathered and the resultant conclusions, a foundation has been established to devise appropriate measures aimed at enhancing the user experience and augmenting the business operations of recreational and wellness centers operating within the public sector, which besides represents the significance of this research.
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