Vloga zadovoljstva, zaupanja in vključenosti porabnikov pri doseganju zvestobe hotelom : diplomsko delo

Dolenc, Anamarija (author), Tuškej Lovšin, Urška (mentor)

Zasledovanje zvestobe je z leti pri upravljanju znamk pridobilo pomembno vlogo, saj raziskave kažejo, da zvest porabnik znamki prinese večji tržni delež, je pripravljen plačati višjo ceno zaradi zaznane dodane vrednosti, hkrati pa znamko bolj pogosto priporoči in je manj dovzeten za komunikacijska nagovarjanja tekmecev. Vlogo zvestobe porabnikov in dejavnike, ki nanjo vplivajo, so preučili že mnogi avtorji, a je pregled literature pokazal manko študij, ki bi preučile vpliva zadovoljstva, zaupanja in vključenosti na različne dimenzije zvestobe - čustveno in vedenjsko - porabnika. Hkrati je v delu vključenost prvič postavljena ob bok zadovoljstvu in zaupanju, sploh pa v hotelskem sektorju. Empirični del naloge, ki temelji na izvedeni lastni raziskavi na vzorcu 312 enot, je pokazal, da vsi trije proučevani dejavniki pozitivno vplivajo tako na čustveno kot tudi na vedenjsko zvestobo porabnika hotelski znamki. Pomemben doprinos naloge predstavlja ugotovitev, da je med njimi najbolj relevantna prav vključenost porabnika v interakcijo s hotelom, ki ji s pojavom družbenih omrežji in možnosti spletnega vključevanja porabnika, pomembnost le narašča.

• Language: Slovenian
• Keywords: zvestoba porabnika, vključenost v znamko, hotelska industrija.
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [A. Dolenc]
• Year: 2021
• Number of pages: 80 str.
• PID: 20.500.12556/RUL-126886
• UDC: 366:338.488.2(043.2)
• COBISS.SI-ID: 62479363
• Publication date in RUL: 08.05.2021

Secondary language

• Language: English
• Title: Achieving consumer loyalty in hotel industry: The effect of satisfaction, trust and engagement

Abstract

Pursuing loyalty has gained an important role in the world of marketing. Research shows that a loyal consumer generates a greater market share as they are more willing to pay a higher price due to recognising the added value. They are also more likely to recommend the brand to others and are less likely to succumb to communication incitement coming from rival brands. Loyalty has been studied by various authors, but the literature review has shown a gap in knowledge about the influence of satisfaction, trust and engagement on loyalty within the hotel industry. Simultaneously, I studied the effects of these loyalty antecedents on different dimensions of loyalty. The empirical part of this thesis is based on my 312-participant survey that showed a positive effect on affective and behavioral loyalty by all three mentioned antecedents. Among those, the engagement of the consumer in the hotel experience proved to be the most important, and its relevance will only grow with the rise of social media.

• Keywords: consumer loyalty, consumer-brand engagement, hotel industry.