FACTORS INFLUENCING CUSTOMERS’ SATISFACTION AND THEIR ASSESSMENT

Tourism in many countries and in particular cities is one of the most attractive business forms that enhances the expansion of supply and increases competition. Consequently, the quality of services is the key to a customer’s choice. However, a complex character of SPA hotel services makes it necessary to explore not only the service quality, but also its mutual connection with other business processes. The research study is carried out within the framework of the RTA research grant “Assessment of hotel service development possibilities in Rezekne city”. The aim of this research is to explore and assess the factors affecting satisfaction of the SPA hotels’ customers, and correlations between service quality indicators. To evaluate factors influencing customers’ satisfaction, an expert – client (“mystery guest”) questionnaire was developed. Its practical approbation was carried out conducting a survey in three SPA hotels: Pühajärve Spa & Holiday Resort 3* (Otepää, Valgamaa, Estonia), Hotel Jūrmala Spa 4* (Jurmala, Latvia), Spa Vilnius Anykščiai 4* (Anykščiai, Lithuania). In the result, the conclusion was made that the questionnaire makes it possible to successfully assess the SPA hotel’s business processes and its connection with the quality of services. The attributes identified in the 1st response area are the most important to the customers, though their quality is not proper. The management should pay the most attention to these factors and should accept management decisions to improve them. At the same time, these factors, according to Kano’s model, are either “must-be” (directly affect a customer and shape the essence of the service), or “quantitative” (customer’s satisfaction increases by increasing the quality of the indicator) in the opinion of the SPA hotel visitors.