Identification of Factors Included in the Customer’s Decision Making

Dushica, Popova and Natasha, Miteva and Martin, Dzambaski (2024) Identification of Factors Included in the Customer’s Decision Making. KNOWLEDGE – International Journal, 64 (1). pp. 107-110. ISSN 24545-4439

Text IDENTIFICATION+OF+FACTORS+INCLUDED+IN+THE+CUSTOMER’S+DECISION+MAKING 2024.pdf - Published Version Download (791kB)

Abstract

: 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.

Item Type:	Article
Uncontrolled Keywords:	quality, satisfaction, loyalty, accommodation capacities, restaurants
Subjects:	Social Sciences > Other social sciences
Divisions:	Faculty of Tourism and Business Logistics
Depositing User:	Natasa Miteva
Date Deposited:	10 Oct 2024 08:52
Last Modified:	10 Oct 2024 08:52
URI:	https://eprints.ugd.edu.mk/id/eprint/34829

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