The key to achieving business goals is based on both understanding and comprehending how consumers perceive a service offering and exploring the elements that determine customer satisfaction and loyalty. Modern tourism enterprises should focus on creating and delivering value to their consumers as a significant source of competitive advantage. The aim of this paper is to identify the dimensions of the service offer values of the travel agencies in which there are significant differences in the ratings of the female and male respondents. To meet the research objectives, a t-test for two independent samples was used. Field research was conducted and primary data were collected by the survey method. This paper seeks to show that value for service users is a complex and multidimensional concept. Tourism services can be better perceived and understood if they are analysed through a multidimensional approach to value, as users of tourism services can at the same time experience and enjoy functional, social, emotional and other factors. The paper presents different approaches to the analysis of perceived value that are present in the world marketing literature and which form the basis for conception of future research.
In conditions of intense competition, it is not enough to achieve only customer satisfaction. The marketing-oriented companies must be focused on building long-term customer loyalty. Creation and delivery of superior values are the key activities to achieve and maintain competitive advantage. This study seeks to examine how the different value dimensions of travel agencies' services affect both dimensions of loyalty: the intention of using the same services again and recommending them to others. Primary data were collected through questionnaire method. In the study, descriptive statistics, correlation and multi-point regression were used for data analysis. The results of survey point out two key dimensions of perceived value that achieve a statistically significant effect on loyalty: quality of interaction and value for money. Identification of key dimensions of perceived value as an initiator of loyalty is essential for service-oriented companies, because in this way they increase opportunities for improving business relationships with clients, in the future.
During the conditions of permanent competitive struggle within the tourism market, service organizations constantly need to work on improving their products and services in accordance with the expectations and preferences of their users. Offering the superior value of products and services is gaining more and more importance, thus enabling the achievement of positive financial performance and the creation of competitive advantage. The purpose of this paper is to analyze the effects of four dimensions of perceived value (functional, economic, emotional and social) onto the loyalty of service users in hotel and tourism industries. Two separate studies have been carried out within the paper thus performing the comparative analysis of gained results within the stated areas. In order to test the mentioned effects, a multiple regression analysis has been used, while in order to estimate the concordance and validity of the constructed models the reliability analysis and confirmatory factor analysis have been used. The results of the research show that out of four dimensions of perceived value, two key dimensions (emotional and social) achieve a statistically significant influence onto the loyalty of hotel service users. When it comes to tourism agencies, economic and social value stand out as the key drivers of loyalty. The identification of key dimensions of perceived value on customer loyalty in hotel and tourism management is of essential importance, since based on it, the managers of service companies can upgrade and improve the business cooperation with their users. The originality of this paper can be found in the usage of multidimensional concept of perceived value and in carrying out two separate studies: in the area of hotel and tourism industries, thus securing the comparative analysis of the results.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.