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Marketing
2019, vol. 50, br. 1, str. 13-23
jezik rada: srpski
vrsta rada: originalan članak
doi:10.5937/Markt1901013B

Creative Commons License 4.0
Uticaj inovacija na usluznu orijentaciju zaposlenih u hotelijerstvu
Univerzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo

e-adresa: ivana.blesic@gmail.com, jelenat91@gmail.com, milena.stanic91@gmail.com, sadragin@gmail.com, ivkov.milan@gmail.com

Sažetak

Karakteristike ugostiteljske delatnosti koje se odnose na prisustvo opipljivih i neopipljivih komponenti, međusobnu interakciju, istovremenost pružanja i korišćenja usluga, zajedno ističu značaj uslužne orijentacije kod zaposlenih. Uvreženo je mišljenje da konkurentnost preduzeća čine kreativni ljudski resursi, koji će kroz uvođenje inovacija proizvoda, usluga i procesa činiti osnovu uspešnog ekonomskog razvoja. Inovacije, sa znanjem koje ih omogućava, postaju najvažniji izvor tržišnog uspeha i održive konkurentske prednosti. Za potrebe ovog rada, uz teorijsko približavanje, vrši se konkretno istraživanje uticaja inovacija na uslužnu orijentaciju zaposlenih u odabranim hotelima na teritoriji Republike Srbije. Istraživanje je sprovedeno u hotelima sa 3*, 4* i 5*, od januara 2016. do jula 2017. godine. Rezultati istraživanja su pokazali na koji način i u kojoj meri uvođenje inovacija u hotelsko poslovanje utiče na rad i motivisanost zaposlenih u pružanju usluga potrošačima, kako inovacije olakšavaju rad zaposlenih i kakav uticaj imaju na nivo posvećenosti poslu.

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