Odabrani faktori kvaliteta u funkciji stvaranja lojalnosti
Selected Quality Factors in the Function of Creating Guests’ Satisfaction
Apstrakt
Kvalitet usluge je stalni problem istraživanja u svetu u svim uslužnim sektorima i diktira potencijalna očekivanja gostiju i njihovo zadovoljstvo. Na osnovu problema i teorijske postavke sličnih istraživanja, autori su identifikovali faktore kvaliteta hotelske usluge na Divčibarama, kako bi utvrdili njihov uticaj na zadovoljstvo gostiju. Metode koje se koriste u istraživanju su deskriptivna i regresivna analiza. Autori su koristili modifikovani upitnik autora Akbaba (2006), za međunarodnu zajednicu. Istraživanje je sprovedeno tokom 2022. godine, sa ukupnim uzorkom od 442 ispitanika. Studija je pokazala da materijalna komponenta hotelske usluge pozitivno utiče na lojalnost posetilaca hotelskoj zgradi, u odnosu na nematerijalnu komponentu. Pored toga, posmatranjem ponašanja gostiju moguće je odgovoriti na njihove zahteve i potrebe koje su glavni faktor u stvaranju lojalnosti.
Abstract
The quality of service is an ongoing problem of research in the world in all service sectors and dictates potential expectations among guests and their satisfaction. Pursuant to the problem and theoretical setting of similar research, the authors identified the quality factors of hotel service in Divčibare, to determine their impact on guest satisfaction. Methods used in research are descriptive and regressive analysis. The authors used a modified questionnaire from the author of Akbab (2006), for the international community. The survey was conducted during 2022, with a total sample of 442 respondents. The study showed that the material component of the hotel service has a positive impact on the loyalty of visitors to the hotel building, in relation to the intangible component. In addition, by observing the behaviour of guests, it is possible to respond to their demands and needs which are a major factor in creating loyalty.
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