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2013, vol. 44, br. 3, str. 221-230
Ispitivanje ključnih dimenzija kvaliteta usluge i satisfakcije gostiju u restoraterstvu
Univerzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja

e-adresadarko.dimitrovski@kg.ac.rs
Ključne reči: kvalitet usluge; modeli za merenje kvaliteta usluge; restoraterstvo; elementi restoranske ponude; satisfakcija gostiju
Sažetak
Merenje kvaliteta usluge poslednje vreme zaokupljuje pažnju mnogih marketinških eksperata u ugostiteljstvu, pre svega u oblasti restoraterstva. Poslovanje u konkurentskom i turbulentnom okruženju zahteva da restorani kontinuirano unapređuju svoje proizvode i usluge, a na osnovu specifičnih potreba i želja gostiju. Shvatanje kako potrošači percipiraju uslužnu ponudu i istraživanje faktora koji određuju zadovoljstvo potrošača je ključ za ostvarivanje poslovnih ciljeva. Cilj ove studije je identifikacija ključnih komponenti kvaliteta usluga koje pružaju restorani i njihov uticaj na satisfakciju gostiju. Da bi se ispunili ciljevi istraživanja korišćene su mere deskriptivne statistike, eksplorativna faktorska i višestruka regresiona analiza. Podaci su prikupljeni metodom ankete. Rezultati istraživanja ističu tri ključna elementa kvaliteta uslužne ponude restorana, a to su profesionalnost zaposlenih, razumevanje gostiju i poklanjanje individualne pažnje i ispunjenje specifičnih zahteva. Atributi koji su uključeni u prve dve komponente ispoljavaju statistički značajan uticaj na satisfakciju gostiju. Nalazi sprovedene studije pomažu menadžerima i vlasnicima restorana da utvrde faktore na koje će se fokusirati prilikom kreiranja marketinške stategije, a kojom će se obezbediti visok nivo satisfakcije potrošača, s jedne strane, kao i ostvariti dugoročna profitabilnost, s druge strane.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/markt1303221D
objavljen u SCIndeksu: 16.12.2013.