INFLUENCE OF EXTERNAL AND INTERNAL FACTORS ON CHANGE IN CONDUCT OF CONSUMER SERVICE CONSUMERS

Consumer behavior involves certain decisions, activities, ideas or experiences that meet the needs and desires of consumers. This applies to all activities directly related to the receipt, consumption and disposal of products and services, including decision-making processes. Many factors influence the decision-making process. They can be psychological, social, cultural, economic, personal and organizational. These factors influence people's consumer behavior, which ultimately influences consumers' choices about using the hospitality industry. Psychological factors influencing consumer behavior are motivation, perception and attitude. Social factors are family, group, role and status. Cultural factors include culture, subculture and social class. Economic factors include personal income, family income, and income expectations. Other factors that are personal include age, occupation, income and lifestyle. Behavior is an organizational factor that includes marketing strategies, work organization, brand name and company image, and not least factors that influence consumer choice - these are external environmental factors that include economic, political, social, legal, technology and competition . Identifying and understanding the factors that influence consumer behavior can influence their choices and regulate the demand for certain services that can meet the needs and desires, thus increasing the income and profitability of the institution. Understanding the impact of internal and external factors helps hospitality organizations develop marketing strategies to meet consumer needs and gain market advantage. It has been studied that the consumer cannot make decisions alone, but makes decisions under the influence of several other people who perform different roles. Therefore, consumer behavior as a buyer is strongly influenced by cultural, social, personal and psychological characteristics. These factors help consumers develop product and brand benefits. Research has shown that the age of consumers influences their choice of accommodation and food. Older consumers are more demanding of comfort and nutrition. Data for this study were collected through a self-administered questionnaire. The questionnaire was compiled after an extensive survey and analysis of the scientific literature. The questionnaire presents a list of external and internal factors that affect the behavior of consumers of hospitality services. Each factor was evaluated in 2 points. Points were translated into percentages.