International university of Travnik in Travnik, Travnik, Bosnia and Herzegovina
Abstract: Client satisfaction is the goal of every business, including tourist companies. There is a saying that a satisfied customer is a loyal customer. However, does a satisfied customer really contribute to an increase in sales value? The aim of this work is to examine the connections and the influence of the achieved level of satisfaction of clients of tourist companies on sales values that these companies achieve. The working hypothesis of the paper reads: "Tourist companies that have satisfied clients achieve higher sales value." The hypothesis was tested using a combination of two surveys and two independent samples: 52 companies operating in the tourism sector in Bosnia and Herzegovina and 595 clients of their services. The research is based on a controlled random sample. The results of the conducted research indicate that tourism companies should make significant investments in achieving the satisfaction of their clients in order to increase the value of the sale of their services and thereby improve their business.
Keywords: client satisfaction, marketing, sales value, Hartley test
JEL classification: C12, C29, D12, M31, M51, M54
Conceptualization, S.B.; Data curation, S.B. and A.B.; Formal Analysis, S.B. and A.B.; Funding acquisition, S.B. and A.B.; Investigation, S.B. and A.B.; Methodology, S.B. and A.B.; Resources, S.B.; Validation, S.B. and A.B.; Visualization, S.B.; Writing – original draft, S.B. and A.B.; Writing – review & editing, S.B.; Software, A.B.; Supervision, A.B. All authors have read and agreed to the published version of the manuscript.
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