Monitoring Consumer Needs in the Function of Making Effective Strategic Decisions Given on the Example of the “Sedmica Plus” LLC Travel Agency

Abstract

Unless a company is state-owned, the relationship an organization nurtures towards its consumers is nowadays a significant factor of success and competitiveness. The aim of this paper is to point out to the significance of monitoring consumer needs in modern business conditions and to, in the empirical section of the paper through research results, give specific suggestions to the management of the "Sedmica plus" Travel Agency from Negotin concerning the improvement of their business and in accordance with the needs and wishes of their travellers.