Continuous research of consumer satisfaction in hotel business
| Autor: | Jovanović Miloš, Sagić Zorica |
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| Jazyk: | English<br />Serbian |
| Rok vydání: | 2007 |
| Předmět: | |
| Zdroj: | Marketing (Beograd. 1991), Vol 38, Iss 4, Pp 155-162 (2007) |
| Druh dokumentu: | article |
| ISSN: | 0354-3471 2334-8364 |
| Popis: | Consistent system for management of consumer satisfaction, based on continuous marketing research, contributes to more efficient adaptation of the offering package of a hotel enterprise to the expectations of target marketing segments, achieving higher level of marketing goals realization. By analyzing the degree of satisfaction through history, consumer loyalty, together with the determining factors of satisfaction and developed database on the consumer, it is possible to construct models, which provide a reliable base for prediction of future consumer behavior, giving to that particular hotel a significant competitive advantage. On the basis of information created in the system for research of satisfaction, it is possible to identify potentially attractive segments of the consumer with whom the hotel should develop very close communication and long-term relationships. . |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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