Maja Mijatov, Ivana Blešić, Aleksandra Dragin

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Tourism researches are usually directed towards enhancing the customer experience. Contrary to such an effort, this research is based on the fact that employees in business organizations such as hotels represent an important element of business success, often neglected within other studies. Therefore, popular aspects of business, such as corporate social responsibility and service orientation are subjects of this study, but from employees’ point of view. The survey research was conducted within Kopaonik, a popular destination of Serbian tourism, among 212 hotel employees. Study examines is there a correlation between corporate social responsibility (CSR) and service orientation (SO), together with researching the employees’ job satisfaction (JS) and organizational trust (OT). The results indicate that OT and JS of hotel employees correlate with CSR and SO. The SO of hotel employees correlates with philanthropic, legal and economic aspects of CSR, while it could be said that it is in indirect correlation with the ethical dimension of this term. Female employees, as well as permanent ones, are more sensitive to ethical CSR dimension. The results also suggest that female respondents are slightly more service-oriented in comparison with males, but their SO is not conditional on whether the employees work seasonally or throughout the year in hotels at Kopaonik. Beside theoretical contribution, the results might have practical application in improving business performances.



corporate social responsibility, service orientation, organizational trust, job satisfaction, hotel employees.

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Statistical Office of the Republic of Serbia, (May 2016)


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