Sklonost ka žalbi korisnika usluga turističkih agencija – dokazi iz Srbije i Hrvatske
Sažetak
Cilj istraživanja je utvrđivanje statistički značajne razlike u sklonosti ka podnošenju žalbe u odnosu na socio-demografske karakteristike korisnika turističkih usluga. Studija je sprovedena na grupnom uzorku od 116 ispitanika iz Srbije i 106 iz Hrvatske. Empirijski deo istraživanja realizovan je tehnikom anketiranja. Rezultati sprovedenog empirijskog istraživanja potvrdili su nalaze i tvrdnje stranih autora po pitanju uticaja starosti, visine mesečnih prihoda korisnika turističkih usluga i broja članova porodice, na njihovu sklonost da se žale. Glavni nalazi ovog istraživanja ukazuju da je održavanje odnosa dugoročne lojalnosti sa postojećim korisnicima sve teže. Rad nastoji doprineti postojećoj literaturi ukazivanjem na značaj poznavanja delovanja faktora od uticaja na sklonosti ka podnošenju žalbe. Dobijeni rezultati pomažu zaposlenima na prvoj liniji usluživanja da identifikuju aspekte od uticaja na reakciju korisnika na neuspeh usluge i time stvore polaznu osnovu za kreiranja mera efikasnog rešavanja nezadovoljstva korisnika. Budućim istraživačima se savetuje da prikupe dodatne informacije o faktorima od uticaja na žalbeno ponašanje korisnika.
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