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2014, vol. 8, br. 2, str. 185-202
Istraživanje stavova menadžera restorana o očekivanju potrošača primenom modela Jaza (GAP Model)
Univerzitet u Novom Sadu, Prirodno-matematički fakultet

e-adresaivkovmilan@yahoo.com, ivana.blesic@gmail.com, ohadzic@dmi.uns.ac.rs
Ključne reči: očekivanje potrošača; stavovi menadžera; Jaz model (GAP Model); SERVQUAL; DINESERV; restoraterstvo
Sažetak
Ova studija pokušava da prikaže važnost poznavanja očekivanja potrošača u cilju pružanja kvalitetne usluge i obezbeđivanja zadovoljstva potrošača. Razlike u percepciji menadžera o očekivanjima potrošača i stvarna očekivanja potrošača definišu se kao jaz 1. U radu su predstavljeni najčešći uzročnici pojave jaza 1 koji su svrstani u tri dimenzije: orijentacija ka marketinškim istraživanjima, vertikalna komunikacija i nivoi menadžmenta. Rezultati istraživanja koje je sprovedeno među menadžerima i potrošačima, pokazuju da naši menadžeri poznaju očekivanja potrošača u meri dovoljnoj za pružanje usluge u granicama očekivanog kvaliteta. Obzirom da nedovoljna kopenentnost menadžera može biti jedan od uzroka loših poslovnih aktivnosti, u radu je dat i socio-demografski profil menadžera obuhvaćenih uzorkom.
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O članku

jezik rada: srpski
vrsta rada: izvorni naučni članak
DOI: 10.5937/PosEko1402185I
objavljen u SCIndeksu: 18.05.2015.