University of Zagreb, Faculty of Economics and Business Zagreb
Abstract
Percipirana vrijednost jedna je od najutjecajnijih mjera potrošačevog zadovoljstva i lojalnosti. Percipirana vrijednost potrošača šire se može definirati kao sveukupna procjena potrošača o korisnosti proizvoda (ili usluge) temeljena na percepcijama onoga što se prima i onoga što se daje. Osnovna svrha studije je ispitati ulogu percipirane vrijednosti kao posredne varijable u percepciji hotelskih usluga. U empirijskoj studiji percipirana kvaliteta je izravno, ali i neizravno povezana sa zadovoljstvom hotelskog gosta te se stoga percipirana vrijednost smatra posrednom varijablom između percipirane kvalitete i zadovoljstva hotelskog gosta. Podaci za empirijsko istraživanje sakupljeni su kod 1020 hotelskih gostiju u Ljubljani, Portorožu, Zreču i Rogli u svibnju i lipnju 2007. korištenjem osobnlh intervjua. Rezultati sugeriraju da samo trecína odstupanja kod zadovoljstva gostiju može biti objašnjena petcipiranom kvalitetom te da je neizravni utjecaj percipirane kvalitete
kroz percipiranu vrijednost puno veći od izravnog utjecaja. Ovo upućuje na važnost percipirane vrijednosti kao posredne varijable u odnosu kvaliteta - zadovoljstvo.Perceived value is considered as one of the most influential measures of customer satisfaction and loyalty. Perceived customer value can be broadly defined as the customer\u27s overall assessment of Ihe utility of a product (or service) based on perceptions of what is received and what is given. The main purpose of the study is to examine the role of perceived value as mediating variable
in hotel services perception, ln the empirical study perceived quality was linked directly as well as indirectly to hotel guest satisfaction, therefore perceived value was considered to be a mediating variable
between perceived quality and hotel guest satisfaction. Data for empirical research was collected from 1020 hotel guests in Ljubljana, Portorož, Zreče and Rogla in May and June 2007 by means of a
personal interview. Results suggest that only one third of the variance in guest satisfaction can be explained by perceived quality and that the indirect effect of petx:eived quality on guest satisfaction
through perceived value is much stronger than direct effect. This indicates the importance of perceived value as mediating variable in quality - satisfaction relationship
