Development of long-term relationships with customers of public sector wellness centers
| Autor: | Živković Ivan, Brdar Ivana |
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| Jazyk: | English<br />Serbian |
| Rok vydání: | 2024 |
| Předmět: | |
| Zdroj: | Marketing (Beograd. 1991), Vol 55, Iss 1, Pp 40-51 (2024) |
| Druh dokumentu: | article |
| ISSN: | 0354-3471 2334-8364 |
| DOI: | 10.5937/mkng2401040Z |
| Popis: | The subject of this study is the significance of building long-term relationships with customers in the recreation and wellness service sector in order to increase customer loyalty and satisfaction through their stay at the center and consuming selected services. The aim of the research is to determine the impact of certain factors on positive customer experience and loyalty to the chosen center. A survey method was used for the research, with a sample consisting of 92 users of selected recreational centers in the public sector. It was concluded that certain factors positively influence the customer experience and loyalty to the chosen center. The factor related to interpersonal communication with employees moderately correlates with customer loyalty, while factors related to service quality and offerings show a high correlation. Additionally, it was found that service quality and offerings significantly influence customer loyalty to the center. Finally, it was shown that the factor of overall customer experience has a high correlation with customer loyalty, which is a favorable result for the examined centers. Drawing from the information gathered and the resultant conclusions, a foundation has been established to devise appropriate measures aimed at enhancing the user experience and augmenting the business operations of recreational and wellness centers operating within the public sector, which besides represents the significance of this research. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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