文章基本信息

标题：Impact of ancillary services on the hotel rating in Visegrad group countries
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作者：Richard Fedorko ; Radovan Bacik ; Maria Olearova 等
期刊名称：Marketing ì Menedžment Innovacìj
印刷版ISSN：2218-4511
出版年度：2019
期号：2
页码：99-107
DOI：10.21272/mmi.2019.2-09
出版社：Sumy State University
摘要：The aim of this article is to find out, as a result of research carried out within the Visegrad Group countries, how complementary services offered by hotels affect customer ratings and the willingness of customers to recommend the hotel. We were collecting primary data, the crucial factor for the selection of hotels was the identification of the suitable Expedia.com (travel booking portal) rating, which focused on the post-stay evaluation of hotels in the Visegrad Group countries. We used automatic data collection for the observed variables (evaluations) within the selected hotel ratings. The total of 345 175 evaluations of 1 500 hotels was analysed. The focus was given to % of guests to recommend hotels in relation to the selected variables. Data collection was carried out in the first half of 2017. The main general idea of research results is: there are significant linkages between the offered services that are intended as an integral structure of the hotel offer and customer ratings, along with the percentage representation of the customer's recommendation for a particular accommodation facility. The relationship as such is defined by the very nature of a particular supplementary service, and therefore negative impacts can be assumed, in the Smoke-free property. We argue that there is a relationship between the perceived quality of service and willingness of recommendation in the sample. Meeting customer needs through additional services can increase the positive feedback on the accommodation and thus build a stable competitive advantage. The secondary aim of this paper is to help hotels with their marketing strategies. According to this, they will better understand the factors that influence customer satisfaction. The analysis was conducted based on the research gap in the studies related to the factors which affect the satisfaction of customers of entities providing accommodation services.
关键词：tourism; reputation; marketing communication; hotels; Visegrad Group.