Marija Radosavljevic, Mihajlo Ranisavljević

DOI Number
First page
Last page


The basis of researching quality of services in tourism is identifying the combination of elements of services which can provide competitive advantage in the tourism market. Regardless of the quality of the resources they have and thanks to which they have certain comparative advantages, military-tourist institutions in the Republic of Serbia are not properly incorporated in the tourist offer of the country. The paper presents the analysis of the quality of service of military-tourist institutions in Serbia based on the combination of LODGSERV model and regression analysis. The choice of this model comes from the fact that it is the basis for evaluating the quality of services in tourism, and that the obtained information will be comparable and significant for making decisions on improving the quality of services of the observed institutions. The aim of the paper is to identify the elements of service that can significantly contribute to the improvement of the competitive position of military-tourist institutions, on the entire tourist stage, in order to develop them, as well as to develop the destinations on which they are located. The specificity of the combination of the LODGSERV model and the regression analysis has contributed to the separation of service elements that are critical to improving quality, but also to certain segments of these elements, in order for the introduced changes to give much more faster results. On the other side, by using cluster analysis, it is possible to identify the groups of service customers towards which the hotels should be oriented, or for which the hotels should especially adjust the offer. This tool combination can be a base for business decision-making.


military-tourist institutions, service quality, competitive advantage, LODGSERV model, regression analysis.

Full Text:

PDF (Cрпски)


Atilgan, E., Akinci, S., & Aksoy, S. (2003). Mapping service quality in the tourism industry. Managing Service Quality: An International Journal, 13(5), 412–422.

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.

Burns, R.C., Graffe, A.R. and Absher, J.D. (2003), “Alternate measurement approaches to recreational customer satisfaction: satisfaction-only versus gap scores”, Leisure Sciences, 25(4), 363-80.

Chaudhary, M. (2000), “India’s image as a tourist destination – a perspective of foreign tourists”, Tourism Management, 21(3), 293–297.

Chen, C. F., & Chen, F. S. (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism management, 31(1), 29–35.

Choi, H. C., & Sirakaya, E. (2006). Sustainability indicators for managing community tourism. Tourism management, 27(6), 1274–1289.

Clow, K. E., & Vorhies, D. W. (1993). Building a competitive advantage for service firms: measurement of consumer expectations of service quality. Journal of services marketing, 7(1), 22–32.

Devi Juwaheer, T., & Lee Ross, D. (2003). A study of hotel guest perceptions in Mauritius. International Journal of Contemporary Hospitality Management,15(2), 105–115.

Diaz-Martin, A. M., Iglesias, V., Vazquez, R., & Ruiz, A. V. (2000). The use of quality expectations to segment a service market. Journal of Services Marketing, 14(2), 132–146.

Ђукић, С., & Станковић Љ. (2014). Проблеми у вредновању пословних купаца [Problems in the valuation of business customers], Економске теме, 52(4), 389–400.

Ђуричић М.Р., Ћук М. Н., Дулановић В.П., Ристановић М.Р. (1996). Управљање квалитетом – доградња система квалитета, [Quality management - upgrading the quality system], Виша техничка школа, Ужице

Eraqi, M. I. (2006). Tourism services quality (TourSERVQUAL) in Egypt: The viewpoints of external and internal customers. Benchmarking: An International Journal, 13(4), 469–492.

Faganel, A. (2010). Quality perception gap inside the higher education institution. International Journal of academic research, 2(1), 213–215.

Fernández, M. C. L., & Bedia, A. M. S. (2005). Applying SERVQUAL to diagnose hotel sector in a tourist destination. Journal of Quality Assurance in Hospitality & Tourism, 6(1-2), 9–24.

Fitzsimmons, J.A. and Fitzsimmons, M.J. (2001), Service Management Operations, Strategy, and Information Technology, 3rd ed., McGraw-Hill Higher Education, New York, NY.

Gagić, S., Tešanović, D., & Jovičić, A. (2013). The vital components of restaurant quality that affect guest satisfaction. Turizam, 17(4), 166–176.

Gogue, J. M. (2005). Before the Deming’s 14 Points for Management. The French Deming Association, 9, 1–8.

González, M. E. A., Comesaña, L. R., & Brea, J. A. F. (2007). Assessing tourist behavioral intentions through perceived service quality and customer satisfaction. Journal of business research, 60(2), 153–160.

Hirmukhe, J. (2012). Measuring internal customers’ perception on service quality using SERVQUAL in administrative services. International journal of scientific and research publications, 2(3), 1–6.

Интерни подаци војно-туристичких установа Србије за период 2011–2017. година, Београд: Министарство одбране Републике Србије.

Juwaheer, T.D. and Ross, D.L. (2003), “A study of hotel guest perceptions in Mauritius”, International Journal of Contemporary Hospitality Management, 15(2), 15–105.

Landrum, H., Prybutok, V. R., Kappelman, L. A., & Zhang, X. (2008). SERVCESS: A parsimonious instrument to measure service quality and information system success. The Quality Management Journal, 15(3), 17–25.

Lockyer, T. (2003). Hotel cleanliness—how do guests view it? Let us get specific. A New Zealand study. International Journal of Hospitality Management, 22(3), 297–305.

Kandampully, J. (2000). The impact of demand fluctuation on the quality of service: a tourism industry example. Managing Service Quality: An International Journal, 10(1), 10–19.

Kandampully, J. (1998). Service quality to service loyalty: A relationship which goes beyond customer services. Total quality management, 9(6), 431–443.

Kouthouris, C., & Alexandris, K. (2005). Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting. Journal of Sport & Tourism, 10(2), 101–111.

Марјановић, В. (2010). Значај и утицај привредне структуре на привредни развој. (Significance and influence of economic structure on economic development) Економске теме, 48(3), 369–382.

Милојевић, Л. (2004). The social and cultural aspects of rural tourism. Rural tourism in Europe: experiences, development and perspectives, Belgrade, Serbia and Montenegro 24-25 June 2002, Kielce, Poland, 6-7 June 2003, Yaremcha, Ukraine, 25-26 September 2003, 115–121.

Mosahab, R., Mahamad, O., & Ramayah, T. (2010). Service quality, customer satisfaction and loyalty: A test of mediation. International business research, 3(4), 72–80.

Narayan, B., Rajendran, C., & Sai, L. P. (2008). Scales to measure and benchmark service quality in tourism industry: A second-order factor approach. Benchmarking: An International Journal, 15(4) 469–493.

O’Neill, M. A., Williams, P., MacCarthy, M., & Groves, R. (2000). Diving into service quality–the dive tour operator perspective. Managing Service Quality: An International Journal, 10(3), 131–140.

Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1993). More on improving service quality measurement. Journal of retailing, 69(1), 140–147.

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perc. Journal of retailing, 64(1), 12–40.

Peeler, G. H. (1996). Selling in the quality era. Blackwell Business.

Petrick, J. F. (2004). The roles of quality, value and satisfaction in predicting cruise passengers’ behavioral intentions. Journal of Travel Research, 42(4), 397–407.

Poon, W.C. and Low, K.L.T. (2005), “Are travellers satisfied with Malaysian hotels?”, International Journal of Contemporary Hospitality Management, 17(3), 217–27.

Попеску, Ј. (2014). Кључна питања развоја руралног туризма, (Key issues of rural tourism development), Преузето са http://www. cenort. rs,

Sahney, S., Banwet, D. K., & Karunes, S. (2004). A SERVQUAL and QFD approach to total quality education: A student perspective. International Journal of productivity and performance management, 53(2), 143–166.

Shemwell, D. J., Yavas, U., & Bilgin, Z. (1998). Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship-oriented outcomes. International journal of service industry management, 9(2), 155–168.

Snoj, B. and Mumel, D. (2002), “The measurement of perceived differences service quality – the case of health spas in Slovenia”, Journal of Vacation Marketing, 8(4), 362-80.

Souty, F. (2003), Passport to Progress: Competition Challenges for World Tourism and Global Anticompetitive Practices in the Tourism Industry, World Tourism Organization, Madrid.

Sureshchandar, G. S., Rajendran, C., & Anantharaman, R. N. (2002). The relationship between service quality and customer satisfaction–a factor specific approach. Journal of services marketing, 16(4), 363–379.

Стратегија развоја туризма Србије за период од 2016. до 2025. године (Tourism development strategy of Serbia for the period from 2016 to 2025), Министарство трговине, туризма и телекомуникације, Београд, новембар 2016.

Tan, K. C., & Pawitra, T. A. (2001). Integrating SERVQUAL and Kano’s model into QFD for service excellence development. Managing Service Quality: An International Journal, 11(6), 418–430.

Tichaawa, T., & Mhlanga, O. (2015). Guest Experiences of Service Quality in Bed and Breakfast Establishments in East London, South Africa. J Hum Ecol, 50(2), 93–101.

WTO (2003b), доступно на:

WTO (2003), Quality standards, WTO tourism quality, World Tourism Organisation, availalble at:


  • There are currently no refbacks.

Print ISSN: 0353-7919
Online ISSN: 1820-7804