THE RESEARCH OF CONSUMER SATISFACTION, CASE: MONTENEGRO STARS HOTEL GROUP (MONTENEGRO)

Abstract

The purpose of this paper is to gain the insight into consumers' satisfaction and the measures undertaken by hotel management of the prestigious Montenegrin Company, Montenegro Stars, in order to improve the quality of customer relationships. The special focus is to emphasize the significance and causality of marketing research of consumer satisfaction in marketing decision-making process in the hotel industry in Montenegro. Approach- The basic principle of successful business involves an adequate marketing response to the increasingly sophisticated demands of the "new consumer", who more or less fits into the framework of a consumer society. It is possible to anticipate consumers and their needs by knowing them, and thus gain a strategic and competitive advantage in the market. Findings- The current international market situation is still influenced by the negative effects of the economic crisis. In this situation, most hotels in Montenegro find it difficult to achieve defined business goals. The answers should be sought primarily in the consumer, who is the center of all marketing activities, and therefore the marketing research. The subject and scope of this research define the methodology of the scientific research paper. The primary research is consisted of the test method, and the questionnaire is used as the instrument of research. It is expected that this research will initiate further research in this very actual and under-researched area, which "paves a new path" for contribution to science and to further interest in  marketing research and tourism in general.