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Gep Analiza Implementacije Marketing Odnosa S Kupcima Preduzeća Turističke Privrede – Pristup Različitih Uzoraka (Gap Analysis Of Customer Marketing Relationship Implementation Of Tourism Businesses - Approach Of Different Samples)

Author

Listed:
  • Saliha Brajić
  • Aldin Brajić

Abstract

Implementacija marketing odnosa u preduzećima turističke privrede dobija sve veći značaj jer pruža mogućnost izgradnje konkurentske prednosti i lojalnosti kupaca. Međutim, u praksi je primetno da kompanije slabo razumeju koncept marketinških odnosa. Preduzeća turističke privrede karakteriše intenzitet interakcije sa kupcima, a fokusiranje na izgradnju marketinških odnosa dobra je osnova za dugoročne odnose i unapređenje poslovanja. Shodno tome, cilj ovog rada je da se istraži da li postoji razlika u percepciji realizacije marketinških odnosa između preduzeća turističkih privrede i njihovih kupaca. Rad podrazumeva jedinstvenu modifikovanu primenu gep analize na primeru dva različita uzorka, i to 53 preduzeća turističke privrede i 595 njihovih kupaca. Istraživanje je sprovedeno putem ankete na nivou Bosne i Hercegovine. Rezultati ukazuju na to da preduzeća turističke privrede precenjuju stepen implementacije aktivnosti marketing odnosa, te stoga moraju uložiti više napora, posebno u aktivnosti upravljanja konfliktima.

Suggested Citation

  • Saliha Brajić & Aldin Brajić, 2024. "Gep Analiza Implementacije Marketing Odnosa S Kupcima Preduzeća Turističke Privrede – Pristup Različitih Uzoraka (Gap Analysis Of Customer Marketing Relationship Implementation Of Tourism Businesses -," Ekonomske ideje i praksa, Faculty of Economics and Business, University of Belgrade, issue 53, pages 63-77, June.
    • Handle: RePEc:beo:ekidpr:y:2024:i:53:p:63-77
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    More about this item

    Keywords

    marketing odnosa sa kupcima; turizam; gep analiza; poverenje; upravljanje konfliktima;
    All these keywords.

    JEL classification:

    • C18 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Methodolical Issues: General
    • C29 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development

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