Jakość usług hotelarskich i jej wpływ na kształtowanie relacji z klientem

W warunkach silnej konkurencji o sukcesie przedsiębiorstwa decydować może zadowolenie klienta, które prowadzić będzie do stworzenia i utrzymania długotrwałych relacji z firmą. Doskonalenie oferty przedsiębiorstwa powinno być ukierunkowane na satysfakcje klienta, dostosowanie sie do zmieniających się oczekiwań i wymogów rynku.

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The article attempts to present the relation between quality and satisfaction and explains how many and which aspects have the biggest influence on creating long-term relation with hotel guest. Quality of services appears to be the category hard to define, what is more, understood intuitively. Perception of quality depends on many personal factors and is assessed in a very individual way. The main problem of this article refers to the satisfaction and commitment as a predictors of human behaviour. Traditional marketing theory says that the more satisfied someone is, the more loyal is likely to be, but why dissatisfied customers don't always change the brands, while satisfied people sometimes do? The missing ingredient is called involvement, it explains why sometimes people tolerate dissatisfaction In the literature, there are opinions that satisfaction often appears to be a poor predictor while the commitment could be an accurate measure of a customer's repurchasing behaviour. Commitment is about more than just satisfaction, it usually keeps long-term relation between customer and the service company and keeps customer buying again and again. On the other hand there are also situations where people buy brand again and again but it doesn't mean they are committed to it. If they are not committed it means they are vulnerable to other brands. What is a difference between loyalty and commitment category? Loyalty is behavioural, is what customer does. Commitment is psychological, is what customer feels, it refers to a personal attachment to a brand, so in the other words, it is a level of enthusiasm for a brand. To sum up, behaviour doesn't always reflect what people are thinking.