Impact Of the Quality of Hospitality Services on Customer Satisfaction – Kosovo Case Study

Abstract

The increased significance of the service sector to the global economy has led to a heightened concern regarding the quality of services being offered. The concept of quality and its relationship with the service industries has become a major preoccupation of any service sector, not least the hospitality industry. The purpose of this paper is to determine the impact of the quality of hospitality services in Kosovo on customer satisfaction and their loyalty. This paper uses primary data obtained through a survey of customers of hospitality services in Kosovo. The survey questionnaire consisted of closed-ended questions with pre-given answers from which the respondents had to choose the answer that best represented their views. In order to determine the impact of the quality of catering services on customer satisfaction and their loyalty to the hospitality facility, cross-tabular analyzes of certain issues were performed, calculating the coefficient of determination and the correlation coefficient. Regression i s the most appropriate tool because it enables the establishment of the relationship between two or more variables (direction and strength of the relationship between the independent variables and the dependent variable). As a result of the conducted research it can be concluded that the quality of hospitality products and services in Kosovo is at a satisfactorily high level. This results in high satisfaction of consumers of hospitality services in Kosovo. Because consumers are satisfied with the catering services in Kosovo, they most often visit the hospitality facilities whose quality of services they are already convinced of, i.e. they are loyal consumers of certain hospitality facilities. The result in the research shows a strong direct relationship between the quality of hospitality services in Kosovo and consumer loyalty. In order to maintain their competitive advantage, retain loyal customers and increase their consumption as well as financial results, hospitality establishments in Kosovo should continue to provide high quality of their products and services in the future.