engleski

Exploring the dimensions of customer satisfaction: the case of Croatian hotel industry

The objective of the present research was to determine customer satisfaction dimensions structure in Croatian hotel industry. An on-site survey was conducted among foreign guests in 15 hotels in Opatija Riviera (Croatia). The questionnaire used for collecting data was divided in two parts. In the first part customer satisfaction with hotel services was measured, using 37 statements. The second part consisted of respondents’ demographic characteristics. A total of 250 valid questionnaires were collected. The descriptive analysis, factor analysis, and reliability analysis were performed to analyze the data. The findings implied that, in general, foreign hotel guests were very satisfied with the hotel service experience. Respondents were most satisfied with the reception staff’s physical appearance. In addition, the study identified five factors that best explained customer satisfaction in hotel industry in Croatia. The results of the present research may contribute to the existing knowledge of customer satisfaction in hotel industry, indicating hotel service attributes that could be improved, as well as the once that are important to foreign guests in hotels.

customer satisfaction, statistical analysis, hotel industry, Croatia

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