Motif stay as criteria of segmentation hotel services users

Abstract

The aim of this paper is to look into the existence of differences in the average scores of service quality and customer satisfaction, depending on the motives of their stay at a hotel. Motives of guests stay at a hotel may be different, but mostly it is either business or leisure. The survey was conducted at seven hotels in Serbia. The sample consists of guests who stayed at one of these hotels in the past. Of the total number of sent questionnaires, 241 were received as fully completed. Statistically significant differences in the assessment of quality components are noted in relation to "room comfort" and "selection of food and beverages". Both quality components are rated lower by those respondents who stayed at the hotel for business reasons compared to those who stayed at the hotel for leisure. On the other hand, the results show no statistically significant difference in the average scores of satisfaction of the hotel business guests compared to the tourists.

Keywords

• servicequality
• satisfaction
• business guests
• tourists