| Abstract | Usluga je danas veoma bitan segment svakog uslužnog, pa i proizvodnog poduzeća. Biti bolji od konkurencije, razlikovati se po nečemu i pružiti više, u današnje vrijeme veoma je bitno. Sve zahtjevniji i „slobodniji“ korisnici na prvom su mjestu. Njihove potrebe, želje i očekivanja potrebno je konstantno pratiti te prema tome prilagođavati i mijenjati usluge. Svojom uslugom biti najbolje rješenje za njihove probleme te im pružiti nezaboravno iskustvo. Da bi uslužna poduzeća bila bolja od konkurencije te kako bi stvorila konkurentsku prednost neophodno je razvijati i inovirati, pratiti tržište, svoju ciljnu skupinu, te trendove. Ono što je veoma bitno i po čemu se usluga razlikuje od proizvoda je zasigurno sudjelovanje korisnika u samoj isporuci i kontaktu korisnika usluga i uslužnog osoblja. U radu je prikazan i objašnjen model razvoja nove usluge prema J. Presteru. Isto tako, prikazan je prirodni tijek hijerarhije usluga prema A. Gustafssonu i M. D. Johnsonu. Također, prikazan je proces inovacije usluge prema navedenim autorima. Tako u procesu inovacije usluge potrebno je usmjeriti svoju energiju, posvetiti se korisnicima, stvarati i skupljati ideje, osmisliti i izraditi prototip usluge, isprobati te primijeniti uslugu. U radu se je dotaklo teme turizma kao najunosnije djelatnosti. A kada je riječ o turizmu, odmah se nadovezuju usluge ugostiteljstva, točnije hotelijerstva i restoraterstva. Rad se sastoji od šest poglavlja od kojih je uža tema objašnjenja u trećem i petom poglavlju, dok je na poslovnom slučaju hotela „Admiral“ i restorana „Taurus“ opisan njihov proces razvoja i inoviranja, te svega popratnog i potrebnog za biti uspješan u tome. |
| Abstract (english) | Today, service is a very important segment of every service, even production company being better than the competiton, being different in something and providing more, is very important nowadays. Increasingly demanding and „freer“ users come first. Their needs, desires and expectations need to be constantly monitored and, accordingly, services adjusted and changed. With your service be the best solution to their problems and provide them with an unforgettable experience. In order for service companies to be better than the competiton and in order to create a competetive advantage, it is necessary to develop and innovate, monitor the market, their target group, and trends. What is very important and how the service differs from the product is certainly the participation of users in the delivery and contact of service users and service staff. The paper presents and explains the model of new service development according to J. Prester. The natural course of the hierarchy of services according to A. Gustafsson and M. D. Johnson is also shown. Also, the process of service innovation, according to the mentioned authors is presented. Thus, in the process of service innovation, it is necessary to direct your energy, dedicate yourself to users, create and collect ideas, design and build a prototype service, and try and apply the service. The paper touched on the topic of tourism as the most lucrative activity. And when it comes to tourism, the services of catering, more precisely hotel and restaurant business, are immediately added. The paper consists of six chapters, the narrower topic of which is explained in the third and fifth chapters, while the business case of the hotel "Admiral" and the restaurant "Taurus" describes their process of development and innovation, and all the accompanying and necessary to be successful. |
| Study programme | Title: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije) |
