Analiza opipljivih i neopipljivih komponenti kvaliteta hotelskih usluga
Sažetak
Pitanje kvaliteta usluga jedno je od najvažnijih područja marketing teorije i prakse budući da visok kvalitet može voditi ka satisfakciji i lojalnosti potrošača, tj ka uspešnom poslovnom rezultatu preduzeća. Za svako preduzeće, naročito u usložnom sektoru, od vitalne je važnosti da razume i spozna očekivanja i percepcije potrošača vezana za kvalitet ponuđenih usluga, kao i da analizira široku paletu faktora koji utiču na potrošačku evaluaciju usluga, njihovu satisfakciju i lojalnost. Hotelijerstvo predstavlja uslužni sektor u kojem značaj ovih elemenata eksponencijalno raste. Cilj rada je identifikacija važnosti pojedinih komponenti kvaliteta usluga u hotelijerstvu. Upitnik putem kojeg su prikupljeni podaci sadržao je 19 opipljivih i 14 neopiljivih atributa kvaliteta usluge koje su ispitanici ocenjivali na petostepenoj skali. Analizom je identifikovana i faktorska struktura opipljivih i neopipljivih elemenata kvaliteta usluga hotela. Rad nastoji doprineti postojećoj literaturi ukazivanjem na značaj odvojenog ispitivanja opipljive i neopiljive komponente kvaliteta usluge. U veoma malom broju studija sprovedenih u hotelijerstvu, identifikovani su podfaktori u okviru pomenute dve dimenzije kvaliteta usluga. Rad pruža i korisne menadžerske implikacije. Dobijeni rezultati pomažu menadžerima u hetelijerstvu da utvrde atribute uslužne ponude koji su najvažniji potrošačima prilikom njihovog izbora određenog hotela.
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