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Uticaj Kvaliteta I Satisfakcije Na Lojalnost Potrošača: Modeliranje Na Nivou Turističke Destinacije (The Effect Of Quality And Satisfaction On Customer Loyalty: Modelling At The Tourist Destination Level)

Author

Listed:
  • Miloš Bigović

Abstract

Ovim radom se analizira uticaj kvaliteta i satisfakcije na lojalnost potrošača u turizmu. Uz korišćenje i formativnih i reflektivnih konstrukta, testira se konceptualni model na uzorku od 703 respondenta kroz modeliranje strukturnih jednačina. Empirijski rezultati potvrđuju validnost postavljenog hipotetičkog okvira – satisfakcija i kvalitet, koji je determinisan destinacijskim atributima, direktno i pozitivno utiču na lojalnost potrošača na destinacijskom nivou. Paralelno, kvalitet, posredstvom satisfakcije, iskazuje i indirektan uticaj na lojalnost potrošača. Dobijeni istraživački rezultati potvrđuju validnost dvije teorijske paradigme – „kvalitet-lojalnost” i „kvalitet-satisfakcija-lojalnost”, to jest ukazuju na to koji faktori, posmatrano na destinacijskom nivou, vode ka lojalnosti potrošača.

Suggested Citation

  • Miloš Bigović, 2016. "Uticaj Kvaliteta I Satisfakcije Na Lojalnost Potrošača: Modeliranje Na Nivou Turističke Destinacije (The Effect Of Quality And Satisfaction On Customer Loyalty: Modelling At The Tourist Destination Le," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 21, pages 99-112, June.
    • Handle: RePEc:beo:ekidpr:y:2016:i:21:p:99-112
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    More about this item

    Keywords

    kvalitet; satisfakcija; lojalnost; turistička destinacija;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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