IDENTIFICATION OF FACTORS INCLUDED IN THE CUSTOMER’S DECISION MAKING
Keywords:
quality, satisfaction, loyalty, accommodation capacities, restaurantsAbstract
The characteristics of Berovo as a tourist destination include attractive perspectives and opportunities for the development of several tourism types, still, its branding and recognition is not significant enough. Prove for that is the data showing the tourist arrival showing the number of tourists and nights spend in relation of the total capacities of R. N. Macedonia. This paper analyses several factors that impact the decision making process of the customers, their satisfaction, and their loyalties during their visit of Berovo as a tourist destination. Also, the main factors with which Berovo can be positively highlighted are identified. The research was conducted in March and April 2024 with the use of questionnaire both in printed form and electronically in the town of Berovo. Total of 108 questionnaires were analyzed. The questionnaire used in the research contains socio demographic variables of the visitors including gender, age, education and work condition, and total of 16 questions from which 13 are for the characteristics of the accommodation and restaurant capacities such as location, hygiene, neatness, ambience, food, its quality and eco products, image as a whole and the price. The customers’ loyalty and satisfaction were measured through three questions such as: 1. General satisfaction and impression of the town Berovo, 2. Returning visit, and 3. Recommendation of Berovo as a tourist destination. For the questions grading the Likert scale was used with five values, from 1 to 5 (1 for “do not agree at all” to 5 “I agree completely”). The validity of the questionnaire is confirmed with the Cronbach alfa coefficient for internal consistency of 0.915, according to which it represents great opportunity for further analysis of the research data. The adequacy of the research sample was tested according to the Kaiser Meyer Olkin (KMO) index, and it is a high 0.906. The data in this research is statistically processed with the SPSS software package.
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