QUALITY OF SERVICES AIMED AT ACHIEVING CUSTOMER SATISFACTION

Abstract

This paper deals with the analysis of tourism market and the
manner in which the quality of provided service determines the level
of tourist satisfaction. The main objective of this paper is to emphasize
the significance of quality management in the field of tourism. The
effects of this process influence the behavior of tourists and,
consequently, the overall business success and position of the
company in the tourism market. Methods of description, comparison
and content analysis were applied during the preparation of this
paper. As the so-called SERVQUAL model is often used to measure
the quality of services, this paper will outline the essential
characteristics and application of this instrument in the field of
tourism. Although certain elements have a different impact on the
overall quality in different researches, the final result remains equal.
Higher quality service contributes to a greater degree of satisfaction.
The main contribution of this paper is its theoretical presentation of
the importance of providing high quality services in the field of
tourism. It is of utmost significance to identify the key factors of tourist
satisfaction and focus the strategy on their improvement. It is also
important to identify and monitor the dissatisfaction factors and to
strive towards eliminating them, or at least reducing their impact.