Kvalitet usluga kao determinanta satisfakcije potrošača u hotelijerstvu
Quality of Services as a Determinant of Customer Satisfaction in the Hotel Industry
Apstrakt
Specifičnost hotelskog proizvoda ogleda se u neodvojivosti i kompleksnosti same usluge i fizičkog proizvoda. Ova specifičnost može se posmatrati dvojako: usluga je u vezi sa hotelskim objektom i ne može se realizovati sama po sebi, ali je u vezi i sa proizvodima materijalnog oblika. Na osnovu toga možemo reći da je hotelski proizvod skup opipljivih i neopipljivih atributa koji zadovoljavaju potrebe i želje hotelskih gostiju. Kvalitet usluga predstavlja jedan od najvažnijih faktora koji utiču na satisfakciju potrošača. Cilj rada je da ukaže na značaj kvaliteta usluga na satisfakciju potrošača u hotelijerstvu. U radu je testiran novi model, razvijen na osnovu ranijih modela za merenje kvaliteta usluga. Istraživanje je sprovedeno na uzorku od 124 ispitanika. Rezultati istraživanja ukazuju na faktore koji utiču na satisfakciju potrošača u hotelijerstvu, pri čemu je ustanovljen i intenzitet uticaja svakog pojedinačnog faktora.
Abstract
The specificity of hotel products is reflected in the inseparability and complexity of the services and products. This specificity can be observed in two ways: the services are in connection with the hotel facility and can not realize by itself, such as in connection with the material products. Thus, we can say that the hotel product is mix of tangible and intangible attributes, that satisfy needs and preferences of hotel guests. Quality of services is one of the most important factors that influence the customers‘ satisfaction. The aim of this paper is to highlight the importance of service quality on customer satisfaction in the hotel industry. The paper presents a new model developed based on the previous models of service quality measurement. The survey was conducted on a sample of 124 respondents. Findings of the research indicate the factors that impact consumer satisfaction in the hotel, where the intensity of the impact of each individual factor is established.
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