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Turističko poslovanje
2015, br. 16, str. 5-13
jezik rada: srpski
vrsta rada: neklasifikovan
objavljeno: 05/01/2016
doi: 10.5937/TurPos1516005G
Lojalnost gostiju u ugostiteljstvu
aUniverzitet za poslovne studiјe, Fakultet za turizam i hoteliјerstvo, Banja Luka, Republika Srpska, BiH
bUniverzitet u Novom Sadu, Prirodno-matematički fakultet, Departman za geografiju, turizam i hotelijerstvo
cSrpska akademija nauke i umetnosti (SANU), Geografski institut 'Jovan Cvijić', Beograd

Projekat

Geografija Srbije (MPNTR - 47007)

Sažetak

Rastući intenzitet konkurencije u ugostiteljskom sektoru stvorio je potrebu da se zadrže gosti i spreči prelazak u drugu kompaniju zbog bolje ponude ili zasićenja. Lojalni gosti su 'vredna imovina' ugostiteljskih preduzeća, ne samo zbog ekonomskih posledica po preduzeće, već i zbog toga što su skloni pozitivnoj usmenoj promociji, tolerantniji su na cenovne promene, dovode sa sobom svoje prijatelje, rođake, kolege i ostale potencijalne goste čime proširuju bazu gostiju. Uočavajući njihovu važnost u svetskom ugostiteljstvu pojavile su se monetarne i nemonetarne nagrade za verne posetioce, odloženo nagrađivanje (skupljanje bodova) i nagrađivanje na licu mesta, kao i brojni sistemi kojima se oni nastoje zadržati. Da bi ostvarili lojalnost gostiju i sve benefite koji iz toga proizilaze, ugostitelji moraju biti upoznati sa faktorima koji determinišu lojalnost. Rad će prikazati rezultate dosadašnjih istraživanja u vezi sa uticajem kvaliteta ugostiteljskih usluga i satisfakcije gostiju na lojalnost gostiju. Više autora je potvrdilo da zadovoljstvo zaposlenih utiče na zadovoljstvo potrošača, pa će rad odgovoriti da li utiče i na lojalnost gostiju.

Ključne reči

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