engleski

Customer satisfaction and customer loyalty measurement in hotel settings: an empirical analysis

Researchers and practitioners agree that service quality, customer satisfaction, and customer loyalty are key factors for hotel success. However, little empirical research has been conducted to reveal what hotel attributes guests value the most. Given the strategic importance of service quality and related concepts in hotel industry, this paper investigates guests' satisfaction and their loyalty in hotels of the Opatija Riviera (Croatia). The purpose of the study is to identify levels of guest satisfaction and guest loyalty, as well as to determine the nature of the effect of socio-demographic variables on hotel guest satisfaction. The empirical research was conducted using primary data. Questionnaires were distributed to domestic and international tourists staying in Opatija's hotels during the summer of 2007. At the end, 253 valid questionnaires were gathered. In order to achieve the survey's goals, descriptive and bivariate statistical analyses were performed. Empirical findings indicate that hotel guests are most satisfied with the reception department. What is more, the level of loyalty is high. This study is important to the hotel industry in Croatia, as there is little academic research that empirically analyses hotel satisfaction attributes.

Customer satisfaction ; customer loyalty ; service quality ; measurement ; statistical analysis

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