FACTORS INFLUENCING CUSTOMERS’ SATISFACTION AND THEIR ASSESSMENT

Tourism in many countries and in particular cities is one of the most attractive business forms that enhances the expansion of supply and increases competition. Consequently, the quality of services is the key to customer’s choice. However, a complex character of SPA hotel services makes it necessary to explore not only the service quality, but also its mutual connection with other business processes. The study is carried out within the framework of the RTA research grant “Assessment of hotel service development possibilities in Rezekne city”. To evaluate factors influencing customers’ satisfaction, the expert – client (“hidden guest”) questionnaire was developed. Its practical approbation was carried out conducting a survey in three SPA hotels: Pühajärve Spa Holiday Resort 3* (Otepää, Valgamaa, Estonia), Hotel Jūrmala Spa 4* (Jurmala, Latvia), Spa Vilnius Anykščiai 4* (Anykščiai, Lithuania). In the result, the conclusion was made that the questionnaire makes it possible to successfully assess the SPA hotel’s business processes and its connection with the quality of services