CUSTOMER SATISFACTION AS A DETERMINANT OF BUSINESS PERFORMANCE IN HOTEL ENTERPRISES

Abstract

It is clear that in the future, hotel enterprises will rely on the development of artificial intelligence, new technologies, and knowledge. However, hotel industry strategies cannot be viewed in isolation from consumer satisfaction as service users and its impact on business performance and the competitive position of enterprises. The purpose of this paper is to determine the direction of the relationship between two variables: service user satisfaction and the business performance of hotel enterprises. A descriptive empirical study was conducted based on a sample of respondents using the statistical program SPSS 20. From the perspective of research direction, the results indicate that financial goals and financial performance in the hospitality industry are necessarily conditioned by other limiting factors that do not necessarily have financial characteristics. In terms of the thematic area of this study, it presents a new approach to marketing relationships with consumers, emphasizing consumer satisfaction as a fundamental determinant in the hotel industry. In this context, it is necessary to examine the interdependence and connection between these factors, as well as their impact on the sustainable growth and development of the hotel industry. The hypothesis is thus confirmed: on one hand, the quality of the offer package should be considered in terms of ensuring service user satisfaction, and on the other, satisfaction represents a crucial determinant of the business performance of hotel enterprises. Based on empirical research, key variables influencing guest satisfaction have been identified. The value of the results obtained in this study lies in the fact that they can serve as a basis for designing and implementing explicitly defined actions, making important management decisions, and formulating strategies to enhance service user satisfaction. This type of marketing relationship with consumers, as service users, in return ensures long-term profitability for hotel enterprises.