40 KB484 KB33 KB200620252012Čivre, ŽanaZabukovec Baruca, Petraštevilka:1/2letnik:58str. 16-23ISSN:0547-3101COBISSID:10975516URN:URN:NBN:SI:doc-KY93NZ9KslDruštvo ekonomistov MariborEkonomski center MariborEkonomsko-poslovna fakultetaNaše gospodarstvogostjehotelihotelirstvoSloveniaSlovenijazadovoljstvoOdnos med stopnjo zadovoljstva in zvestobo gostov v slovenskih hotelih| Relationship between the level of guest satisfaction and loyalty in Slovenians hotels|This article examines the relationship between satisfaction and loyalty of hotel guests. From the hotel's perspective, it is cheaper and more beneficial to create a loyal guest than seek out new ones; therefore, this paper focuses on satisfaction as an influential factor in customers' re-visit of a hotel. Using an empirical study, we examine the connection between guests who are more satisfied with the hotel and their intention to re-visit the hotel. However, we are also interested in differences in satisfaction level and intention to re-visit among guests who visit once, twice or more. A higher level of guest satisfaction makes customers more likely to repurchase, which leads to guest loyalty, commitment to partnership activities and positive recommendations of the hotelV prispevku proučujemo odnos med stopnjo zadovoljstva in zvestobo gostov v hotelih. Z vidika hotela je ceneje in koristneje ustvarjati zveste goste kot iskati nove, zato se osredotočamo na zadovoljstvo kot enega izmed vplivnih dejavnikov glede na ponovni namen obiska hotela. V izvedeni empirični raziskavi ugotavljamo povezavo med gosti, ki so bili splošno bolj zadovoljni z bivanjem v hotelu, in njihovo namero ponovnega obiska hotela. Pri tem nas zanima tudi, kakšne so razlike med gosti, ki so prvič ali ponovno obiskali hotel, v stopnji zadovoljstva ter nameri ponovnega obiska. Z vidika hotela je na podlagi višje stopnje zadovoljstva večja verjetnost ponovnega nakupa, ki vodi v zvestobo, in zavezanost k partnerskim aktivnostim ter pozitivnim priporočilom hotelaTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaUniverza v Mariboru, Ekonomsko-poslovna fakulteta