Programi vjernosti u funkciji povećanja zadovoljstva gostiju u hotelijerstvu

master's thesis

• Title (english): Loyalty programs in the function of increasing guest satisfaction in the hotel industry
• Author: Karmen Gašparini
• Mentor: Antonio Vlahov (mentor)
• Committee member: Vanja Krajinović (član povjerenstva)
• Committee member: Danijela Ferjanić Hodak (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Na turističkom tržištu postoji jako puno hotelskih poduzeća, konkurencija je iznimno velika. U većini slučajeva nijanse su te koje odlučuju koji će hotel turist izabrati za svoj boravak. Zadržati gosta vjernom određenom hotelu u današnje vrijeme postaje sve teže, izbor hotela koji je turistima dan na raspolaganje postaje sve raznovrsniji. Želja svakog hotelskog poduzeća je zadržati gosta jer je, gledano s financijske strane, pet puta skuplje privući novog gosta nego zadržati stalnog gosta. Jedan od najbitnijih faktora koji utječe na ponovni dolazak gosta u hotel je kvaliteta pružene usluge prilikom prvog boravka gosta u hotelu. Kvalitetnom uslugom smatra se ona usluga u čijem su središtu očekivanja, želje i potrebe klijenata prema kojima se hotel treba neprestano prilagođavati. Turisti će se ponovno vratiti u hotel jedino ako je potonji ispunio njihova očekivanja. Kako bi hotelijeri imali dugoročan i kvalitetan odnos s gostima, osim što moraju razviti emocionalan odnos s njima i pružiti kvalitetnu uslugu, oni trebaju nuditi svoje programe vjernosti. Predmet ovog rada su programi vjernosti u funkciji povećanja zadovoljstva gostiju u hotelijerstvu, a cilj je prikazati postojanje različitih programa vjernosti i utvrditi na koji način i u kojim razmjerima utječu na zadovoljstvo gostiju i njihov povratak.
U praktičnom dijelu diplomskog rada provest će se komparativna analiza primjene programa vjernosti u poslovanju odabranih hotela unutar različitih grupacija, analizirat će se programi vjernosti hotelskog poduzeća, hotela unutar hotelskog lanca te hotela unutar hotelskog konzorcija. Za pisanje ovog rada provest će se primarno istraživanje intervjua odgovornih osoba hotela različitih grupacija te će se koristiti i analiza sekundarnih podataka (publikacije relevantnih turističkih organizacija i znanstveni članci).

Abstract (english)

There are a lot of hotel companies on the tourist market and the competition is extremely high. In most cases, tiny details decide which hotel a tourist will choose for his stay. Keeping a guest loyal to a certain hotel is becoming more and more difficult nowadays, the availabiloty of hotel is bigger and every day more diverse. The desire of every hotel company is to keep a guest, because from a financial point of view, attracting a new guest is 5 times more expensive than keeping a regular guest. One of the most important factors that affects the return of a guest to the hotel is the quality of the service provided during the guest's first stay at the hotel. A quality service is considered to be a service based on the expectations, wishes and needs of the clients, to which the hotel must constantly adapt. Tourists will return to the hotel only if the latter has met their expectations. In order for hoteliers to have a long-term and quality relationship with guests, apart from having to develop an emotional relationship with them and provide quality service, they should offer their loyalty programs. The subject of this paper is loyalty programs in the function of increasing guest satisfaction in the hotel industry, and the goal is to show the existence of different loyalty programs and determine in what way and to what extent they affect guest satisfaction and their return. In the practical part of the thesis, a comparative analysis of the application of loyalty programs in the business of selected hotels within different groups will be carried out, loyalty programs of hotel companies, hotels within a hotel chain and hotels within a hotel consortium will be analyzed. For the writing of this paper, primary research will be conducted through interviews of responsible persons of hotels of different groups, and secondary data analysis (publications of relevant tourist organizations and scientific articles) will be used.

• Keywords: kvaliteta usluge; zadovoljstvo gostiju; programi vjernosti
• Keywords (english): service quality; guest satisfaction; loyalty programs
• Language: croatian
• URN:NBN: urn:nbn:hr:148:448063
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-10-03 04:45:52