KVALITET USLUGA KAO FAKTOR PREVAZILAŽENJA JAZA IZMEĐU OČEKIVANE I PERCIPIRANE USLUGE U AGENCIJSKOM POSLOVANJU
Sažetak
U radu se krenulo od pretpostavke da je kvalitetna usluga faktor ostvarivanja konkurentske prednosti i pozicioniranja na turističkom tržištu agencijskog poslovanja, a da se kvalitet ostvaruje nizom odnosa u relaciji turista-zaposleni. Ukoliko se zaposleni prema turisti odnosi sa poštovanjem, pruža tačne i pouzdane informacije i pruženom uslugom premaši očekivanja turiste, dobiće lojalnog gosta koji će po sistemu “mouth to mouth”, širiti pozitivna iskustva drugima, koji će takođe postati putnici agencije. Ako turizam posmatramo kao “fabriku” doživljaja, jasno je da je za krajnje pozitivno iskustvo, potrebno da svaka karika u nizu pružanja kompleksne turističke usluge bude, kvalitetna. Prva u nizu karika jeste svakako turistička agencija. Modifikovanim SERVQUAL modelom došlo se do zaključka da su turisti koji su putovali agencijom Asturs, dobili adekvatnu “vrednost za novac”, odnosno, da je usluga pružena u agenciji bila kvalitetnija od očekivane.
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