Primjena uslužno dominantne logike u hotelijerstvu Republike Hrvatske

master's thesis

• Title (english): Application of service-dominant logic in the hotel inudstry of the Republic of Croatia
• Author: Katarina Juren
• Mentor: Đurđana Ozretić Došen (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Darko Prebežac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-04-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Primjena uslužno dominantne logike u hotelijerstvu aktualna je tema zbog karakteristika kompleksnog tržišta, rastuće konkurencije te izražene podložnosti vanjskom okruženju zbog kojih se hotelijeri susreću sa mnogim izazovima u poslovanju. Navedena izjava odnosi se i na hotelijerstvo Republike Hrvatske na kojemu je područje primjene uslužno dominantne logike neistražen pojam. Cilj rada je analizirati stavove menadžera o uslužno dominantnoj logici, njihovo razumijevanje iste te njenu moguću primjenu u poslovanju hotelijera u Republici Hrvatskoj. Provedenim dubinskim intervjuima analizirani su stavovi menadžera o primjeni uslužno dominantne logike u hotelijerstvu Republike Hrvatske, a na temelju kojih je donesen zaključak kako menadžeri shvaćaju, odobravaju te se u svom poslovanju trude poslovati prema navedenoj logici. Iako u teoriji potvrđuju ispravnost uslužno dominantne logike, priznaju kako je u praksi ponekad otežavajuće pridržavati se uvjeta poslovanja koje teorija uslužno dominante logike nalaže, a zbog kompleksnosti poslovanja, ovisnosti o drugim organizacijama uključenima u poslovanje, manjka adekvatne ponude radnika na tržištu radne snage te sve zahtjevnijih korisnika.

Abstract (english)

The application of a service-dominant logic in the hotel industry is a current topic due to the characteristics of the complex market, growing competition and pronounced susceptibility to the external environment, due to which hoteliers face many challenges in business. The aforementioned statement also applies to the hotel industry in the Republic of Croatia, where the field of application of service-dominant logic is an unexplored concept. The aim of the paper is to analyze managers' views on service-dominant logic, their understanding of it and its possible application in the business of hoteliers in the Republic of Croatia. Through in-depth interviews, managers' views on the application of service-dominant logic in the hotel industry of the Republic of Croatia were analysed, based on which the conclusion was reached that managers understand, approve and try to operate according to the aforementioned logic in their operations. Although in theory they confirm the correctness of the service-dominant logic, they admit that in practice it is sometimes difficult to comply with the business conditions that the theory of the service-dominant logic dictates, and due to the complexity of the business, the dependence on other organizations involved in the business, there is a lack of an adequate supply of workers on the labor market, and all more demanding users.

• Keywords: uslužno dominantna logika; hotelijerstvo; sukreacija; vrijednost usluge; korisnik usluge
• Keywords (english): service-dominant logic; hotel industry; co-creation; service value; service user
• Language: croatian
• URN:NBN: urn:nbn:hr:148:430561
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-04-16 18:37:12