The main aim of this study is to examine the relationship between service quality and customer satisfaction and their impact on behavioral intentions in higher education setting in Serbia. Two competing models, revealed during the literature review, have been tested on a sample of Engineering Management students by means of structural equation modeling, performed via LISREL 8. Results of the study indicate that satisfaction is influenced by service quality and directly related to behavioral intentions, thus offering support for Oliver's (1999) cognition-affect-conation sequence of causal relationships in loyalty formation. Implications of the study have been discussed and limitations and directions for future research are outlined.

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In an increasingly competitive festival market, identifying visitors' motivation has been recognized as a key prerequisite for satisfaction, which is expected to lead to positive referrals and future visitations of an event. The objective of this study is to identify the main factors which motivate visitors to attend traditional cultural events in Slovakia and to examine their viability as the basis for festival market segmentation. Building upon previous research on festival attendees' motivation, a set of potential drivers of visitors' behavior has been identified and by the application of exploratory factor analysis further refined into the following six domains of visitors' motivation: new and different experience, friends and family togetherness, reconnection with culture and tradition, socialization, recover equilibrium and change from everyday life. The application of k-means clustering on the basis of motivational domains indicated four clusters of festival visitors and provided evidence in support of suitability of visitors' motivation as the basis for festival market segmentation. Findings of the study have been discussed, limitations are noted and directions for future research are highlighted.

The paper presents a marketing audit as a factor of company's growth and future success. The mentioned marketing activity is becoming a new trend in managing the business. It can help various types of companies to review their marketing structures and therefore it can contribute to the rejuvenation of the overall business and to the improvement of not just marketing but also overall performance of the company. The main aim of this paper is to define and establish preconditions for the successful implementation of marketing audit to marketing management of Slovak companies. The paper presents the results of own research conducted through the Delphi method with a panel of experts from the area of marketing and marketing audit. The research was carried out in two rounds and a questionnaire was selected as a research tool. Through the Delphi method we were able to obtain views and opinions of experts on the issue of marketing audit. Based on conducted research, the paper states the main factors influencing the efficiency and the results of marketing audit and also the main barriers that have an impact on the use of the marketing audit in the practice of companies. In conclusion, the paper presents the main assumptions and conditions for the successful implementation of the marketing audit into the practice of companies operating in the Slovak market.

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The paper highlights the importance of intercultural competence (IC) in business environment, and presents outcomes of a research into the level of IC among employees of Slovak enterprises. In the contemporary business world, intercultural competence and its individual components: affective, behavioral, and cognitive competences, become an inevitable asset for enterprises, due to high globalization of virtually all corporate processes and activities. Even though the available literature on research into this cultural phenomenon reports a rather high perception of one's own IC, namely its affective component, as proved by our research, the main objective of which was to measure IC of Slovak employees, the actual level of overall IC, and especially its affective component, in Slovak enterprises is rather low. The research, the detailed description of which is the primary focus of this paper, was conducted in spring 2018 on a representative sample of Slovak employees in enterprises of all types, sizes, and fields of industry, and has proved that by increasing one of the three components of IC, the overall IC of an individual will increase. Therefore, it may be stated that training of intercultural competence has a high potential in corporate environment, and may produce great benefits for enterprises who deal with interculturality in their operations, and encounter people of other than their home culture, may it be their external or internal stakeholders. The outcomes of the research also suggest a need, and provide a platform for, both the assessment of IC of employees, and a targeted intercultural training in Slovak enterprises, which would be tailored according to the individual needs of each enterprise.