20.500.12556/DKUM-43171 POVEZAVA MED CENO IN KAKOVOSTJO NA PRIMERU MAJHNIH NAMESTITVENIH PONUDNIKOV PRICE-QUALITY RELATIONSHIP HOTEL SERVICES IN THE CASE OF SMALL ACCOMODATION PROVIDERS Ljudje, danes vse več potujejo zaradi različnih razlogov, kot so sprostitev, kultura, poslovni razlogi in drugo. Vsak namestitveni ponudnik, pa si želi, da bi prav njega obiskalo čim več gostov. Obisk določenega namestitvenega ponudnika je odvisen od različnih dejavnikov. Ko se ljudje odločajo, da bodo določenega namestitvenega ponudnika obiskali imajo v mislih že določen kraj kam bodo odpotovali, tako da izbirajo med ponudniki v izbranem kraju. Najpomembnejši dejavnik za izbor pa se pojavi v ceni, ter ponujeni kakovosti za to ceno. V našem raziskovalnem delu smo raziskovali povezavo med ceno in kakovostjo hotelskih storitev na primeru majhnih namestitvenih ponudnikov v Sloveniji. Po ugotovitvah iz raziskave, bi lahko rekli, da morajo namestitveni ponudniki za pridobitev čim več gostov in vrnitev le teh razumeti povezavo med kakovostjo, ki jo ponujajo in ceno, ki jo pričakujejo kot protivrednost. Raziskovalno delo je sestavljeno iz teoretičnega in empiričnega dela. V teoretičnem delu smo najprej opredelili storitve in hotelske storitve. Opisali smo odjemalčevo zadovoljstvo s storitvami, ter s tem povezanimi priporočili, zvestobo ter pripadnostjo. V nadaljevanju teoretičnega dela smo opredelili cene storitev, zaznavanje in merjenje cen. Cene storitev so različne od ponudnika do ponudnika. Za določitev cene je predvsem pomembno, kaj je vključeno v ponudbo. Večja kot bo ponudba, večja bo cena. Odjemalci pa ceno zaznavajo različno, odvisno od njihovih zahtev in pričakovanj. Zadnje poglavje teoretičnega dela v raziskovalnem delu je poglavje o kakovosti storitev. Opredelili smo splošno kakovost, ter opisali kako merimo kakovost storitev. Ugotovili smo, da je pojem kakovost kompleksen pojem, katerega ponudniki namestitev določajo z vključenim celotnim procesom storitev. V tem poglavju smo opisali tudi merjenje kakovosti storitev. Merjenje kakovosti storitev, pomeni zbiranje statističnih podatkov iz strani odjemalcev in obdelave le teh. Podatke lahko zberemo na različne načine, s pomočjo anketnega vprašalnika, intervjuja in podobno. Drugi del raziskovalnega dela je empirični del. V tem delu smo analizirali vse zbrane podatke iz anketnega vprašalnika in jih primerno prikazali. Kot raziskovalna vprašanja smo si zastavili osem hipotez. Hipoteze smo računali s pomočjo t-testa, ANOVE in linearne regresije. Po pridobljenih in izračunanih podatkih smo ugotovili, da H1, H2, H3, H4 in H5 zavrnemo ter H6, H7 in H8 sprejmemo. Torej lahko trdimo, da med spoloma ne obstajajo statistično značilne razlike pri zaznavanju kakovosti in cene. Prav tako med starostnimi skupinami ne obstajajo razlike pri zaznavanju kakovosti in cene. Raziskovalno vprašanje »višja kot bo cena, višja bo kakovost hotelskih storitev« ne drži, ker glede na odgovore anketirancev vidimo, da kakovost ni odvisna od cene storitev. Anketiranci namreč ocenjujejo, da je kakovost storitev odlična tudi pri nizki ceni hotelskih storitev. Ostale tri hipoteze sprejmemo, ker drži, da »višja kot bo kakovost, višje bo zadovoljstvo«, »ugodnejša kot bo cena, višje bo zadovoljstvo« in »višja kot bo stopnja zadovoljstva, večja je verjetnost priporočil namestitve«. People travel more today because of different reasons, as relaxition, culture, businness and others. Each accomodation provider wants to visit him as much as possible guests. The visit of specific accomodation provider depends on different factors. When people make decisions to visit specific accomodation provider, they already know where to travel, so they choose among providers in selected place. The most important factor for selection appears in price and offered quality for this price. In our research work we have researched the price – quality relationship in the case of small accomodation providers in Slovenia. According to our findings out of the research we could say, that the accomodation providers must understand relationship between the quality they are providing and the price that they are expecting as a countervalue, with intention to gain and regain as much as possible guests. Research work in composed of two parts, theoretical and empirical. In theoretical part as the first chapter we have defined services and hotels services. We have described the customer satisfaction with the services and by that connected recommendations, loyalty and appurtenance. In the second chapter of theoretical part we have defined the service price and the price perception and measuring. The service price is different and depends on the provider. It is very important at defining the price what everything is included into the offer. The higher the offer the higher the price. Customer perception of the price is different, depending on his demands and expectations. And as the last the most important chapter in our research work is the chapter about the service quality. We have defined the general quality and also described how to measure the service quality. We have find out how complex is the idea of quality, which is defined by the accommodation providers, with the implementation of whole service process. In this chapter we have also described the measuring of service quality. The measuring of service quality means collecting of statistics can be collected in different ways, by the help of questionnaire, interview and similar. The second part of our research work is empirical part. In this part we have analysed all collected statistics out of the questionnaire and represented them in an appropriate way. We have set up eight hypothesis as the research questions. The hypothesis were calculated by the help of t-test, “ANOVA” and linear regression. After the acquired and calculated statistics we have find out, that the H1, H2, H3, H4 and H5 will be rejected and H6, H7 and H8 be accepted. Therefore we can claim there aren´t any typical statistics differences between sex at the perception of quality and price. There also don´t exist any differences among different age groups. The research question, the higher the price the higher service quality, it isn´t true. According to the questionnaire answers we can see the quality doesn´t depend on the service price. The service quality can be also excellent at the lower service price, estimated by the inquired people. The remaining three hypothesis we accept, because it is true, the higher quality the higher satisfaction, the more attractive price the higher is satisfaction and the higher level of satisfaction leads to higher probability of accommodation recommendations. kakovost cena zadovoljstvo priporočila majhni namestitveni ponudnik hotelske storitve quality price satisfaction recommendations small accommodation provider hotel services true true false [B. Fekonja] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2013-12-03 23:20:29 2014-01-15 12:52:09 2022-05-09 03:06:08 2021-04-28 03:15:26 2013 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 338.48 11627548 URN:SI:UM:DK:YG0WKGGE RAZ_Fekonja_Barbara_i2013.pdf RAZ_Fekonja_Barbara_i2013.pdf 1 EF24BC5A483F9EC6A8961FBA70D5CA55 2e6d1599608c382e685875624be3835f2b57931648a30fc9193f01f0b9d67e4a 6884f789-7c0b-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=68690 Ekonomsko-poslovna fakulteta 0 0 0