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2013, vol. 37, br. 1, str. 319-338
Merenje stavova potrošača o kvalitetu usluga u restoraterstvu
aUniverzitet u Kragujevcu, Ekonomski fakultet
bUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresavmarinkovic@kg.ac.rs
Projekat:
Preklinička ispitivanja bioaktivnih supstanci (MPNTR - 41010)

Ključne reči: modeli kvaliteta usluge; zadovoljstvo potrošača; restoraterstvo; segmentacija potrošača; elementi uslužne ponude restorana
Sažetak
Trend ručavanja u restoranima u poslednje vreme je sve aktuelniji u Srbiji. Česte posete restoranima odraz su ne samo hedonističkih potreba već i nagomilanih dnevnih obaveza građana i prilagođavanja evropskom radnom vremenu. Restoranska usluga kao kompleksna kategorija osim dobre hrane i kvalitetne usluge uključuje i atmosferu i profesionalan odnos osoblja prema gostima. Cilj rada je identifikacija elemenata uslužne ponude restorana kod kojih se javljaju značajne razlike u ocenama veoma zadovoljnih i umereno zadovoljnih/ nezadovoljnih ispitanika. Primenom faktorske analize izdvojene su četiri ključne komponente ponude restorana, koje uključuju: uslužnost, ambijent, cenu i eksterne vizuelne elemente. Signifikantne razlike u percepcijama potrošača iz dve pomenute grupe ispoljile su se u slučaju onih atributa koji se vezuju za prve tri komponente. U istraživanju je sproveden specifičan postupak segmentacije potrošača, budući da je generalni nivo zadovoljstva predstavljao kriterijum za formiranje segmenata. Time je istaknut značaj merenja stavova totalno zadovoljnih potrošača prilikom analize kvaliteta usluga restorana.
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jezik rada: srpski
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objavljen u SCIndeksu: 02.09.2013.