Doprinos kvalitete usluga povećanju lojalnosti potrošača u hotelskoj industriji

master's thesis

• Title (english): Contribution of service quality to increase of consumer loyality in hotel industry
• Author: Ivona Ivančić
• Mentor: Jasna Prester (mentor)
• Committee member: Tomislav Hernaus (predsjednik povjerenstva)
• Committee member: Ana Aleksić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2019-09-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Usluge danas imaju značajnu ulogu u ekonomiji. Sve je manja potreba za ljudskim radom zbog automatizacije proizvodnje, stoga se sve više ljudi zapošljava u uslužnim djelatnostima. Kvaliteta usluga sve je veća briga za mnoga poduzeća. Sve se više pažnje posvećuje potrebama i očekivanjima potrošača, zbog čega se stalno radi na unaprjeđenju kvalitete usluga.
Također, i lojalnost potrošača je prepoznata kao jedan od najvažnijih čimbenika uspjeha poduzeća. Hotelska industrija je globalna industrija, s potrošačima diljem svijeta. Jedan od najvećih izazova s kojima se susreće hotelska industrija je stalno rastuća konkurencija. Brojna istraživanja pokazuju kako je za hotelsku industriju važno razvijati lojalnost klijenata. Stoga, posvećenost lojalnosti potrošača postaje preduvjet za preživljavanje hotelskih poduzeća u budućnosti.
Cilj ovog rada je objasniti, opisati i dokazati da kvaliteta usluga značajno utječe na vjernost potrošača. Ako je kupac zadovoljan kvalitetom usluge koju pruža poduzeće, to će dodatno učvrstiti njegovu lojalnost, a u slučaju da je nezadovoljan kvalitetom, to će oslabiti odnos između kvalitete usluge i lojalnosti potrošača.

Abstract (english)

In today's world services play a significant role in the economy. There is a decreasing need for human labor due to the automation of production, which is why more and more people are employed in the service industry. Service quality is a growing concern for many businesses. Increasing attention is being paid to the needs and expectations of consumers, which is why there is a constant effort to improve the quality of services.
Also, consumer loyalty is recognized as one of the most important factors for a company's success. The hotel industry is a global industry, with consumers worldwide. One of the biggest challenges facing the hotel industry is the ever-increasing competition. Numerous studies show that it is important for the hotel industry to develop customer loyalty. Therefore, a commitment to consumer loyalty becomes a prerequisite for the survival of hotel companies in the future.
The aim of this paper is to explain, describe and prove that the quality of services significantly affects consumer loyalty. If the customer is satisfied with the quality of service provided by the company, this will further reinforce his loyalty, and if he is dissatisfied with the quality, it will weaken the relationship between the quality of service and consumer loyal

• Keywords: kvaliteta usluga; lojalnost potrošača; hotelska industrija; očekivanja; zadovoljstvo
• Keywords (english): service quality; consumer loyalty; hotel industry; expectations; satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:474719
• Study programme: Title: Business Economics; Study programme type: university; Study level: 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: 2019-09-30 19:42:11