THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO)
The purpose of this paper is to gain the insight into consumers' satisfaction and the measures undertaken by hotel management of the prestigious Montenegrin Company, Montenegro Stars, in order to improve the quality of customer relationships. The special focus is to emphasize the significa...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics Pale University of East Sarajevo
2015-12-01
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| Series: | Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu |
| Subjects: | |
| Online Access: | http://zrefis.com/images/zrefis2015-11/75-81%20Blagojevic-Popovic.pdf |
| _version_ | 1797706679727423488 |
|---|---|
| author | Olivera Blagojević - Popović |
| author_facet | Olivera Blagojević - Popović |
| author_sort | Olivera Blagojević - Popović |
| collection | DOAJ |
| description | The purpose of this paper is to gain the
insight into consumers' satisfaction and the measures
undertaken by hotel management of the prestigious
Montenegrin Company, Montenegro Stars, in order to
improve the quality of customer relationships. The special
focus is to emphasize the significance and causality of
marketing research of consumer satisfaction in marketing
decision-making process in the hotel industry in
Montenegro. Approach- The basic principle of successful
business involves an adequate marketing response to the
increasingly sophisticated demands of the "new
consumer", who more or less fits into the framework of a
consumer society. It is possible to anticipate consumers
and their needs by knowing them, and thus gain a
strategic and competitive advantage in the market.
Findings- The current international market situation is
still influenced by the negative effects of the economic
crisis. In this situation, most hotels in Montenegro find it
difficult to achieve defined business goals. The answers
should be sought primarily in the consumer, who is the
center of all marketing activities, and therefore the
marketing research. The subject and scope of this
research define the methodology of the scientific research
paper. The primary research is consisted of the test
method, and the questionnaire is used as the instrument of
research. It is expected that this research will initiate
further research in this very actual and under-researched
area, which "paves a new path" for contribution to
science and to further interest in marketing research and
tourism in general. |
| first_indexed | 2024-03-12T05:54:52Z |
| format | Article |
| id | doaj.art-c9825f2c371944feb1dc01d5ca6f1879 |
| institution | Directory Open Access Journal |
| issn | 1840-3557 |
| language | English |
| last_indexed | 2024-03-12T05:54:52Z |
| publishDate | 2015-12-01 |
| publisher | Faculty of Economics Pale University of East Sarajevo |
| record_format | Article |
| series | Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu |
| spelling | doaj.art-c9825f2c371944feb1dc01d5ca6f18792023-09-03T04:42:20ZengFaculty of Economics Pale University of East SarajevoZbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu1840-35572015-12-0111758110.7251/ZREFIS1511075BTHE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO)Olivera Blagojević - Popović0Faculty of Tourism and Hotel Management Kotor, University of Montenegro, MontenegroThe purpose of this paper is to gain the insight into consumers' satisfaction and the measures undertaken by hotel management of the prestigious Montenegrin Company, Montenegro Stars, in order to improve the quality of customer relationships. The special focus is to emphasize the significance and causality of marketing research of consumer satisfaction in marketing decision-making process in the hotel industry in Montenegro. Approach- The basic principle of successful business involves an adequate marketing response to the increasingly sophisticated demands of the "new consumer", who more or less fits into the framework of a consumer society. It is possible to anticipate consumers and their needs by knowing them, and thus gain a strategic and competitive advantage in the market. Findings- The current international market situation is still influenced by the negative effects of the economic crisis. In this situation, most hotels in Montenegro find it difficult to achieve defined business goals. The answers should be sought primarily in the consumer, who is the center of all marketing activities, and therefore the marketing research. The subject and scope of this research define the methodology of the scientific research paper. The primary research is consisted of the test method, and the questionnaire is used as the instrument of research. It is expected that this research will initiate further research in this very actual and under-researched area, which "paves a new path" for contribution to science and to further interest in marketing research and tourism in general.http://zrefis.com/images/zrefis2015-11/75-81%20Blagojevic-Popovic.pdfsatisfactionconsumerhotel industrymarketing research |
| spellingShingle | Olivera Blagojević - Popović THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) Zbornik Radova Ekonomskog Fakulteta u Istočnom Sarajevu satisfaction consumer hotel industry marketing research |
| title | THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) |
| title_full | THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) |
| title_fullStr | THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) |
| title_full_unstemmed | THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) |
| title_short | THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO) |
| title_sort | research of consumer satisfaction case montenegro stars hotel group montenegro |
| topic | satisfaction consumer hotel industry marketing research |
| url | http://zrefis.com/images/zrefis2015-11/75-81%20Blagojevic-Popovic.pdf |
| work_keys_str_mv | AT oliverablagojevicpopovic theresearchofconsumersatisfactioncasemontenegrostarshotelgroupmontenegro AT oliverablagojevicpopovic researchofconsumersatisfactioncasemontenegrostarshotelgroupmontenegro |