Satisfaction with The Service Quality in Serbian Mountain Hotels: Analysis of Reviews on Booking.Com
Zadovoljstvo kvalitetom hotelske usluge u planinskim hotelima Srbije: Analiza recenzija sa Booking.com
Abstract
Service quality in the hotel industry has become one of the most important factors that influence customer confidence building, loyalty and create a sustainable competitive advantage in the turbulent tourism market. Considering that one of the characteristics of the service sector is the inability to try the service before purchasing, the importance of the information has gained particular importance. The aim of the paper is to analyze reviews of Serbian mountain hotels, published on the website Booking.com, in order to determine satisfaction with the service quality in mountain hotels in Serbia. The research included 26 mountain hotels, for which a total of 5,292 reviews were analyzed. The results showed that the reviewers were generally satisfied with the quality of hotel service in Serbian mountain hotels. The significance of this research is that it provides insight into the service quality in mountain hotels, from the perspective of hotel guests. The obtained results can help hotel managers in making good business decisions regarding the quality of hotel service.
Apstrakt
Kvalitet usluge u hotelijerstvu postao je jedan od najvažnijih faktora koji utiče na kreiranje poverenja kupaca, lojalnosti i stvaranje održive konkurentske prednosti na turbulentnom turističkom tržištu. Imajući u vidu da je jedna od karakteristika sektora usluga nemogućnost da se usluga isproba pre kupovine, značaj informacija dobija posebnu važnost. Cilj rada jeste da se kroz analizu recenzija koje su objavljene na internet sajtu Booking.com, istraži zadovoljstvo kvalitetom hotelske usluge u planinskim hotelima u Srbiji. Istraživanjem je obuhvaćeno 26 planinskih hotela, za koje su analizirane ukupno 5.292 recenzije. Rezultati su pokazali da su recenzenti zadovoljni kvalitetom hotelske usluge u planinskim hotelima Srbije. Značaj ovog istraživanja jeste sticanje uvida o kvalitetu hotelske usluge u planinskim hotelima iz perspektive gostiju. Dobijeni podaci mogu pomoći menadžerima hotela u donošenju adekvatnih poslovnih odluka koje se tiču kvaliteta usluge.
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