WHAT FACTORS INFLUENCE QUALITY SERVICE IMPROVEMENT IN MONTENEGRO: EMPIRICAL ANALYSIS

Abstract

In this paper, using an Ordinary Least Square regression (OLS), we investigate whether intangible elements influence tourist's perception about service quality. Our empirical results based on tourist survey in Montenegro, indicate that intangible elements of tourism product have positive impact on tourist's overall perception of service quality in Montenegro.

Keywords

• service quality
• intangible elements
• Montenegro