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2017 | 6 (371) | 18-30

Article title

The Relational Benefits and the Quality of Services in Tourism

Content

Title variants

PL
Korzyści relacyjne i jakość usług turystycznych
RU
Реляционные выгоды и качество туристических услуг

Languages of publication

PL EN RU

Abstracts

PL
W bardzo konkurencyjnym otoczeniu niezwykle istotne jest zidentyfikowanie czynników mających zasadnicze znaczenie dla zadowolenia klienta i lojalności. Opierając się na istniejącej koncepcji marketingu relacji i korzyściach relacyjnych (Gwinner, Gremler, Bitner 1998, Hennig-Thurau, Gwinner, Gremler 2002) oraz jakości miejsca docelowego (Blazquez-Resino, Molina, Esteban-Talaya 2015), został opracowany model koncepcyjny. Niniejszy artykuł ma na celu empiryczną analizę modelu odzwierciedlającego trzy różne rodzaje korzyści relacyjnych postrzeganych przez turystów oraz korzyści osiągnięte przez turystę wyrażane w satysfakcji i lojalności. Niniejsze opracowanie stanowi próbę zidentyfikowania, czy korzyści relacyjne mają większy wpływ na satysfakcję i lojalność niż jakość. Jako rezultaty obserwujemy rolę korzyści relacyjnych jako czynnika poprzedzającego satysfakcję klienta, której efektem jest lojalność turysty.
EN
In a very competitive environment, it is highly important to identify the indicators that exert a major influence on customer satisfaction and loyalty. Based on the current relationship marketing concept of relational benefits (Gwinner, Gremler, Bitner, 1998; Hennig-Thurau, Gwinner, Gremler, 2002) and destination quality (Blazquez-Resino, Molina, Esteban-Talaya, 2015), a conceptual model was built. The present paper aims to analyse empirically the model that reflects three different types of relational benefits perceived by tourists as well as the benefits obtained by the tourist destination in term of satisfaction and loyalty. This study tries to identify whether relational benefits have a more important effect on satisfaction and loyalty than quality. As a result, we observe the role of relational benefits as an antecedent of customer satisfaction and the effect of the latter on tourist loyalty.
RU
В весьма конкурентной среде особенно существенным является выявление факторов, имеющих основное значение для удовлетворения клиента и его лояльности. Основываясь на существующей концепции маркетинга отношений и на реляционных выгодах (Gwinner, Gremler, Bitner, 1998; Hennig-Thurau, Gwinner, Gremler, 2002), а также качества места назначения (Blazquez-Resino, Molina, Esteban-Talaya, 2015), разработали концепционную модель. Цель ста- тьи – провести эмпирический анализ модели, отражающей три разных вида реляционных выгод, воспринимаемых туристами, и выгод, достигнутых туристом, выражаемых удовлетворенностью и лояльностью. Настоящая разработ- ка – попытка выявить, оказывают ли реляционные выгоды большее влияние на удовлетворенность и лояльность, чем качество. В качестве результатов наблюдаем роль реляционных выгод как фактора, предшествующего удовлетво- ренности клиента, результатом которой является лояльность туриста.

Year

Issue

Pages

18-30

Physical description

Contributors

  • University of Castilla – La Mancha – Talavera de la Reina
  • Politechnika Gdańska

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Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.desklight-95e576f4-73e9-4592-bb8b-c35699dfae2f
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