THE IMPACT OF HRM PRACTICES ON EMPLOYEE SATISFACTION AND GUEST LOYALTY IN SERBIAN HOSPITALITY

Stevan Barović; Jelena Božović; Milan Brkljač; Ivana Vujanić; Svetlana Marković

doi:10.59864/Oditor52503SB

Authors

Stevan Barović Direktor hotela Heritage, Mije Kovačevića 7a, Beograd Author https://orcid.org/0009-0002-6703-4451
Jelena Božović Univerzitet u Prištini sa privremenim sedištem u Kosovskoj Mitrovici, Ekonomski fakultet, Kolašinska 156, Kosovska Mitrovica Author https://orcid.org/0000-0002-0684-2124
Milan Brkljač Alfa BK Univerzitet, Fakultet za finansije, bankarstvo i reviziju, Bulevar maršala Tolbuhina 8, Novi Beograd Author https://orcid.org/0000-0002-0617-973X
Ivana Vujanić Professor of Applied Studies, Belgrade Business and Arts Academy of Applied Studies, Belgrade, Serbia Author https://orcid.org/0009-0006-3233-6803
Svetlana Marković Belgrade Business and Arts Academy of Applied Studies, Belgrade, Serbia Author https://orcid.org/0000-0003-2776-6519

DOI:

https://doi.org/10.59864/Oditor52503SB

Keywords:

Human Resource Management (HRM), Employee Motivation, Loyalty, Hospitality Industry, Competitive Advantage

Abstract

Satisfied and motivated employees create a pleasant environment that fosters guest loyalty and enhances the competitive advantage of the hospitality industry. This study examined the relationship between human resource management practices, with a focus on employee motivation development, and the improvement of service offerings and guest satisfaction levels. Data collection for the analysis was conducted using a survey method, and the final sample included 146 questionnaires, collected between January and November 2024. The analysed models indicate that it is necessary to test differences in multiple aspects of satisfaction simultaneously (such as service quality, alignment with expectations, staff courtesy, etc.) for both employees and guests. Therefore, the study applied MANOVA, independent samples T-test, Mann-Whitney U test, and Post-hoc analysis to determine statistical differences between groups. The research results identify areas with a high level of agreement between employees and guests, meaning that the perceptions of guests and hotel employees are quite aligned when it comes to service quality, staff professionalism, and adapting to guest preferences. In the dynamic hospitality environment, there is a constant struggle for guest loyalty, so it is necessary to explore specific goals by identifying the factors that contribute most to guest satisfaction, propose measures to improve employee motivation, and increase guest satisfaction.

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