The quality of hotel service as a factor of achieving loyalty among visitors

Tamara Gajić; Dragan Vukolić; Miloš Zrnić; Dávid Lóránt Dénes

doi:10.5937/menhottur2301067G

Authors

Tamara Gajić Geographical Institute “Jovan Cvijić”, SASA, Belgrade, Serbia; South Ural State University, Institute of Sport, Tourism and Service, Chelyabinsk, Russia https://orcid.org/0000-0003-3016-8368
Dragan Vukolić University of Business Studies, Faculty of Tourism and Hotel Management, Banja Luka, Bosnia and Herzegovina https://orcid.org/0000-0002-6364-9849
Miloš Zrnić Academy of Applied Studies, The College of Hotel Management, Belgrade, Serbia https://orcid.org/0000-0003-3454-6573
Dávid Lóránt Dénes John von Neumann University, Faculty of Economics and Business, Department of Tourism and Hospitality, Kecskemét, Hungary; Eötvös Lóránd University, Faculty of Social Sciences, Savaria University Centre, Savaria Department of Business Economics, Szombathely, Hungary; Constantine the Philosopher University in Nitra, Faculty of Central European Studies, Department of Tourism, Nitra, Slovakia https://orcid.org/0000-0001-7880-9860

DOI:

https://doi.org/10.5937/menhottur2301067G

Keywords:

service quality, loyalty, hotel service

Abstract

The quality of service, as well as the impact of hotel business on achieving loyalty among hotel visitors, has always been a topic of research in the world. The aim of this research was to determine the level of service quality achieved in hotels at Mount Zlatibor, as well as whether quality factors influence the creation of loyalty among hotel visitors. The results of multiple regression analysis showed an evident influence of both tangible and intangible quality factors on loyalty. However, a slightly greater degree of influence of intangible factor was noted. Research can have theoretical and practical importance, as a complement to existing research, as well as for creating a hotel’s business strategy.

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