САЖЕТАК:

Циљ овог истраживања био је испитивање утицаја нематеријалних димензија квалитета услуга, тачније одговорности, сигурности и емпатије, на задовољство потрошача у хотелијерству. Истраживање је спроведено применом пригодног узорка међу гостима хотела са три и четири звездице, а подаци су прикупљени путем онлајн анкете. За анализу је коришћена вишеструка регресиона анализа у програму SmartPLS 4. Резултати указују да све три димензије нематеријалног квалитета услуге значајно доприносе повећању задовољства гостију, при чему сигурност има најизраженији ефекат, док емпатија показује нешто слабији, али и даље значајан утицај. Коефицијент детерминације потврђује висок степен објашњења варијансе задовољства потрошача моделом. Ови налази наглашавају важност фокусирања на нематеријалне димензије квалитета у циљу унапређења услуге и повећања задовољства потрошача у хотелијерству.

ABSTRACT:

The aim of this study was to examine the influence of intangible dimensions of service quality, specifically responsiveness, assurance and empathy, on customer satisfaction in the hotel industry. The research was conducted using a convenience sample among guests of three and four star hotels, with data collected through an online survey. Multiple regression analysis was performed using SmartPLS 4 software. The results indicate that all three intangible dimensions significantly contribute to increased guest satisfaction, with assurance having the strongest effect, while empathy shows a slightly weaker but still significant impact. The coefficient of determination value of 0.732 confirms a high level of explained variance in customer satisfaction by the model. These findings highlight the importance of focusing on intangible dimensions of service quality as a means of improving service delivery and enhancing customer satisfaction in the hotel industry.

Кључне речи:

квалитет услуге, задовољство потрошача, нематеријалне димензије, хотелијерство.

Keywords:

service quality, customer satisfaction, intangible dimensions, hotel industry.

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