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Standardizacija usluga kao preduslov za prevazilaženje jaza između očekivanog i percepiranog kvaliteta u hotelijerskom poslovanju
Standardisation of services as prerequisite for overcoming the discrepancy between the expected and the perceived quality in hotel business
aVisoka poslovna škola strukovnih studija, Novi Sad bSrpska akademija nauke i umetnosti (SANU), Geografski institut 'Jovan Cvijić', Beograd
e-adresa: aleksandravujko@yahoo.com
Projekat: Geografija Srbije (MPNTR - 47007)
Sažetak
Standardizacija usluga u hotelijerstvu predstavlja ključ uspeha svakog hotelskog poslovanja, a osnovni cilj uvođenja standarda u hotelsku industriju predstavlja tendenciju hotelijera da se preduhitri jaz između očekivanog i percepiranog kvaliteta hotelskih usluga. Model po kome je rađeno istraživanje razvijen je na osnovu SERVQUAL modela, a istraživanje je sprovedeno među 211 gostiju u tri novosadska hotela u toku 2016. godine. Ovim istraživanjem se došlo do zaključka da je diskrepancija izrazito negativna, a da je najbolji način za prevazilaženje jaza uvođenje standarda u hotelsko poslovanje.
Abstract
Standardization of services in the hotel industry is the key to the success of any hotel business. More importantly, the primary goal of implementing standards in the hotel industry represents the tendency of hoteliers to preempt any discrepancy between the expected and the perceived quality of hotel services. Research model was developed based on SERVQUAL model while a survey was conducted among 211 guests in three hotels in Novi Sad during 2016. The study concluded that the discrepancy is extremely negative, and that the best way to overcome the gap is the implementation of standards in the hotel business. best way to overcome the gap is the implementation of standards in the hotel business.
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