20.500.12556/DKUM-66596 Cluster analysis as a tool of guests segmentation by the degree of their demand Analiza klastera - instrument segmentacije gostiju prema razini njihovih zahtjeva Authors demonstrate the use of cluster analysis in findin out (ascertaining) the homogenity/heterogenity of guests as to the degree of their demand. The degree of guests' demand is defined according to the importance of perceived service quality components measured by SERVQUAL, which was adopted and adapted, according to the specifics of health spa industry in Slovenia. Goals of the article are: (a) the identification of the profile of importance of general health spa service quality components, and (b) the identification of groups of guests (segments) according to the degree of their demand in the research in 1991 compared with 1999. Cluster analysis serves as useful tool for guest segmentation since it reveals the existence of important differences in the structure of guests in the year 1991 compared with the year 1999. The results serve as a useful database for management in health spas. Autori prikazuju uporabu analize klastera u određivanju homogenosti, odnosno heterogenosti gostiju u odnosu na razinu njihovih zahtjeva. Razina zahtjeva gostiju se određuje u skladu sa značajem percipirane kvalitete različitih čimbenika usluge, mjerenih metodologijom SERVQUAL, prilagođenom specifičnostima slovenskih toplica. Ciljevi članka su: (a) određivanje profila značaja čimbenika kvalitete usluge u nespecijaliziranim toplicama i (b) identifikacija grupa (segmenata) gostiju prema razini njihovih zahtjeva, ustanovljenih istraživanjem 1991. i uspoređenih s rezultatima istraživanja 1999. godine. Analiza klastera se koristi kao korisno oruđe za segmentaciju gostiju, pošto otkriva značaj važnih različitosti u strukturi gostiju 1991., u usporedbi s 1999. godinom. Rezultati istraživanja ujedno služe kao korisna baza podataka za upravljanje toplicama. catering hotel management analysis segmentation services quality gostinstvo hotelirstvo analiza segmentacija storitve kvaliteta true false true Angleški jezik Hrvaški jezik Znanstveno delo 2017-07-04 08:35:15 2017-07-04 08:37:13 2022-08-01 12:57:24 2019-07-11 15:52:40 2002 0 0 str. 19-35 št. 1 Letn. 7 Jul. 2002 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1331-0194 640.4 3757084 6457372 1331-0194 URN:SI:UM:DK:IXQQBQNW Management_Journal_of_Contemporary_Management_Issues_2002_Mumel,_Snoj_Cluster_analysis_as_a_tool_of_guests_segmentation_by_the_degree_of.pdf Management_Journal_of_Contemporary_Management_Issues_2002_Mumel,_Snoj_Cluster_analysis_as_a_tool_of_guests_segmentation_by_the_degree_of.pdf 1 B022A028579D4D86EEB542FFFBD2A17B c59976d3bbd59d3ac4fc5df6ab62766c4eb3dd08357a87be6e3ab76459a13082 5834ce99-7c0e-11eb-bb7a-00155d0001ca 20.500.12556/dkum/e6a3db74-8c6c-4e77-b2ce-bc0fef0b5c29 https://dk.um.si/Dokument.php?lang=slv&id=113548 https://moj.efst.hr/management/vol7no1.html 1 https://dk.um.si/Dokument.php?lang=slv&id=113546 Ekonomsko-poslovna fakulteta 0 0 0