Customer satisfaction research in the hotel industry

Zadovoljstvo korisnika u hotelskoj industriji je zadovoljstvo koje se postiže zadovoljenjem pet najčešće analiziranih čimbenika, a radi se o opipljivim elementima, neopipljivim elementima, očekivanom vrijednosti, imidžu marke i upravljanju odnosima s klijentima. Svaki od navedenih elemenata smatra se vrlo bitnim u poslovanju hotela pa samim time hotelski menadžment pridaje veliku važnost svakome od navedenih. Temeljni cilj ovog bio je istražiti jesu li korisnici hotela na području Republike Hrvatske zadovoljni prilikom svog boravka u hotelu, odnosno utjecaj konkretnih čimbenika koji najviše utječu na zadovoljstvo korisnika pri njihovom boravku. Zadovoljstvo hotelskim uslugama na području Republike Hrvatske je zadovoljavajuće, no svakako da postoje čimbenici na kojima je nužno poraditi kao što je upravljanje odnosima s klijentima (CRM). Republika Hrvatska ima vrlo snažan imidž marke kada su u pitanju hoteli pa je samim time njihova prepoznatljivost neupitna.Customer satisfaction in the hotel industry is the satisfaction achieved by satisfying the five most frequently analyzed factors, which are tangible elements, intangible elements, expected value, brand image and customer relationship management. Each of the mentioned elements is considered very important for the hotel business, so the hotel management attaches enormous importance to each of the mentioned. The main goal of this was to investigate whether hotel users in Croatia are satisfied during their stay in the hotel, that is, the influence of specific factors that most influence user satisfaction during their stay. Satisfaction with hotel services in the Republic of Croatia is satisfactory, but there are certainly factors that need to be worked on, such as the management of client relations. The Republic of Croatia has a very strong brand image when it comes to hotels, so their recognition is unquestionable