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2021, vol. 69, br. 1-2, str. 55-64
Efekti dimenzija percipirane vrednosti na lojalnost potrošača - dokazi iz industrije hotelijerstva i turizma
aUniverzitet u Beogradu, Ekonomski fakultet, Katedra za poslovnu ekonomiju i menadžment
bThe High School of Culinary Arts and Tourism, Vrnjačka Banja
cUniverzitet u Kragujevcu, Ekonomski fakultet, Katedra za menadžment i poslovnu ekonomiju
Ključne reči: višedimenzionalni koncept percipirane vrednosti; modeli za merenje vrednosti; lojalnost korisnika usluga; hotelijerstvo; turizam
Sažetak
U uslovima neprestane konkurentske borbe na turističkom tržištu, uslužne organizacije permanentno moraju raditi na unapređenju svojih proizvoda i usluga u skladu sa očekivanjima i preferencijama svojih korisnika. Sve više dobija na značaju pružanje superiorne vrednosti proizvoda i usluga, koja omogućava ostvarenje pozitivnih finansijskih performansi i izgradnju konkurentske prednosti. Svrha ovog rada je razmatranje efekata četiri dimenzije percipirane vrednosti (funkcionalne, ekonomske, emocionalne i društvene) na lojalnost korisnika usluga u hotelijerstvu i turizmu. U radu su sprovedene dve odvojene studije i time je predstavljena komparativna analiza dobijenih rezultata u navedenim oblastima. U funkciji testiranja pomenutih efekata, primenjena je višestruka regresija, dok su za procenu usklađenosti i validnosti koncipiranih modela korišćene analiza pouzdanosti i konfirmativna faktorska analiza. Rezultati istraživanja ističu da od ukupno četiri, dve ključne dimenzije percipirane vrednosti (emocionalna i društvena) ostvaruju statistički značajan uticaj na lojalnost korisnika hotelskih usluga. Kada je reč o turističkim agencijama, kao ključni pokretači lojalnosti izdvajaju se ekonomska i društvena vrednost. Identifikacija ključnih dimenzija percipirane vrednosti na lojalnost korisnika u hotelijerstvu i turizmu je od suštinskog značaja, jer na osnovu njih menadžeri uslužnih preduzeća mogu unaprediti i poboljšati poslovnu saradnju sa svojim korisnicima. Originalnost ovog rada ogleda se u primeni višedimenzionalnog koncepta percipirane vrednosti i u sprovođenju dve odvojene studije: u oblasti hotelijerstva i u oblasti turizma, čime je obezbeđena uporedna analiza rezultata.
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O članku

jezik rada: engleski
vrsta rada: izvorni naučni članak
DOI: 10.5937/EKOPRE2102055D
primljen: 22.09.2020.
objavljen u SCIndeksu: 25.05.2021.

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