Uticaj marketing odnosa na lojalnost kupaca u turizmu
The impact of relationship marketing on customer loyalty in tourism
Author
Borisavljević, Katarina
Mentor
Zečević, BojanCommittee members
Petković, Goran
Nojković, Aleksandra

Radosavljević, Gordana

Metadata
Show full item recordAbstract
U savremenim uslovima poslovanja preduzeća u turizmu sve više primenjuju razliĉite
strategije marketing odnosa kako bi izgradili, odrţali i poboljšali odnose sa
stejkholderima i ostvarili profit. Predmet disertacije je uticaj kljuĉnih pretpostavki
primene marketing odnosa na nivo lojalnosti kupaca u zavisnosti od sociodemografskih
karakteristika kupaca, imidţa i tradicije preduzeća u turizmu. Putem primene binarnog i
ordinalnog logit modela u radu je predloţen model marketing odnosa koji se moţe
primeniti u tradicionalnom i internet turistiĉkom poslovanju.
Rezultati istraţivanja stavova kupaca i zaposlenih u turistiĉkim preduzećima potvrdili su
polazne hipoteze u radu. PotvrĊena je pretpostavka da izgradnja poverenja kod kupaca i
sprovoĊenje aktivnosti internog marketinga u preduzećima u turizmu dovodi do
povećanja nivoa lojalnosti kupaca turistiĉkih usluga. Posebno se istiĉe uloga
informacione tehnologije u upravljanju odnosima sa kupcima i izgradnji pozitivnog
imidţa preduzeća u turi...zmu. U procesu rešavanja ţalbi kupaca ukazano je na razliku
izmeĊu nivoa satisfakcije kupaca, pre i nakon njihovog podnošenja ţalbi u preduzećima
u turizmu. Putem komparativne analize stavova kupaca koji imaju razliĉite sklonosti ka
ţalbama, zakljuĉeno je da postoje razlike u uticaju pretpostavki primene marketing
odnosa na nivo njihove lojalnosti prema turistiĉkom preduzeću. Znaĉaj rada se ogleda u
identifikovanju kljuĉnih pretpostavki primene marketing odnosa u tradicionalnom i
internet turistiĉkom poslovanju u poboljšanju marketing performansi turistiĉkih
preduzeća i davanju predloga za razvoj kvalitetnih odnosa izmeĊu svih subjekata u
turistiĉkom sektoru Srbije.
In modern business conditions enterprises in tourism increasingly apply different
marketing strategies to build relationships, maintain and improve relationships with all
stakeholders and make a profit. The subject of the thesis is the impact of the key
assumptions of the relationship marketing implementation on the customer loyalty
depending on the socio-demographic characteristics of the customers, the company's
image and tradition in tourism. The model of relationship marketing, that can be applied
to traditional and internet travel business, was proposed in the paper through the
implementation of binary and ordinal logit model.
The results of the research on the attitudes of customers and employees in tourism
enterprises have confirmed the starting hypothesis in this paper. Therefore, the
assumptions relating to the building trust with customers and implementation of internal
marketing activities in companies in tourism leads to increased the levels of customer
loyalty. The paper e...mphasizes the role of information technology in managing
relationships with customers and building a positive image of companies in tourism. In
the process of resolving customer complaints was pointed to the difference between the
level of customer’s satisfaction before and after their filing complaints in tourism
enterprises. Through comparative analysis of the customer’s attitudes who have
different tendencies to complaints, it was concluded that there are differences in the
impact of the assumptions of relationship marketing implementation on the level of their
loyalty to the tourism enterprise. The importance of the paper has led to the
identification of the key assumptions of the relationship marketing implementation in
traditional and internet tourism business, to improve marketing performance of tourism
enterprises and make the recommendations for the quality relationships development
between all subjects in the tourism sector of Serbia.
Faculty:
Универзитет у Београду, Економски факултетDate:
29-09-2016Keywords:
turizam / tourism / marketing odnosa / interni marketing / poverenje / ţalbe i lojalnost kupaca / relationship marketing / internal marketing / trust / complaints and loyalty of customersRelated items
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