Jelena Jevtić
Ksenija Leković 
Slavica Tomić

High Medical and Business Technology College of Vocational Studies, Šabac, Serbia

University of Novi Sad, Faculty of Economics, Subotica, Serbia


2nd International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2018 – Graz, Austria, November 8, 2018, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade, Serbia; ISBN 978-86-80194-13-4


Failures are inevitable, especially in service companies where production and consumption take place simultaneously, and the human factor participation is dominant. In addition to knowing factors of influence to the loyalty of satisfied users, it is necessary to determine the existence and influence of factors on the retention of dissatisfied users. The research presented in the paper is based on determining the differences in the complainant’s loyalty regarding their socio-demographic characteristics. Therefore, the research subject is the impact that socio-demographic characteristics have on the complainant’s loyalty to travel agencies from Serbia and Croatia. The aim of the research is to determine the statistically significant differences to the complainant’s loyalty in relation to the user’s socio-demographic characteristics. The empirical part of the research was carried out by a survey technique. The results of the conducted empirical research confirmed the findings and claims of foreign authors regarding the place of residence and the impact of the service users’ monthly income to the loyalty to a specific travel agency. The purpose of this paper is to point out the possibility of using complaints and service recovery in order to build better and long-term relationships with the users of travel agency services. The obtained results may indicate to travel agencies the importance of knowing their service users’ profile. By disposing with a unique user database, a specific travel agency creates the preconditions needed for quick measures and actions in situations of user dissatisfaction.

Key words

travel agencies, complaints, loyalty, socio-demographic characteristics

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