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The paper investigates the most important factors that cause tourists to intend or to already use a website for booking accommodation in rural areas of the Republic of Serbia. On a sample of 212 respondents who had previously used websites to book accommodation in rural tourism, using a modified model of acceptance and use of technology (UTAUT), the impact of four predictor variables (expected impact, expected effort, social impact and facilitation conditions) on the intention of tourists to use, and two independent variables (facilitating conditions and intentions of tourists) on the use of websites for booking accommodation in rural households in Serbia was examined. The SPSS software package was used for data analysis, using descriptive statistics and standard multiple regression. The conducted research indicates that the expected effect and facilitating conditions have a positive influence on the intention of tourists to use websites for booking accommodation, as well as that facilitating conditions and intentions of tourists have a positive impact on the use of websites when booking accommodation.

The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing. Perceived value represents a multi-dimensional concept that consists of a number of components. In the conducted study, four key components were analyzed: emotional value, social value, functional value and monetary value. The objective of the study was to determine the impact of four identified components of value on customer satisfaction, as well as to test impact of customer satisfaction, corporate social responsibility and corporate reputation on behavioural intentions among Serbian mobile operator customers. Research originates from the assumption that to establish long-term relationships with customers, apart from generating customer satisfaction, issues like customer perception of corporate reputation and corporate responsibility are also of great significance.

Due to diversity of research related to crisis it is rather important to present definitions of various key terms related to crisis, crisis management and crisis communication, in order to establish tangible boundaries among them. Those three are mutually intertwined and should be considered starting from the first symptoms of crisis to crisis management and finally crisis communication. In the state of crisis, conventional management practice is often not adequate, while types of reaction are insufficient. Thus, this paper gives precise definitions of crisis, crisis management and crisis communication.

Customers represent company's most valuable asset. Company can assure its survival, further growth and development by retaining existing, attracting new and returning lost customers. Retaining existing, loyal customers is the most profitable business activity, attracting new ones is the most expensive, while returning lost and frequently forgotten customers is a type of business activity that still generates modest interest among researchers and practitioners. So far, marketing strategies have been mainly directed towards the first two categories of customers. The objective of this paper is dedicated to customer defection and returning lost customers. Paper discusses customer relationship life-cycle and the significance of managing customer return within it, types of customer defections, the process of managing return, as well as, the reasons that led to customer defection.

Investments into communications mix are specific because besides significant financial resources it also involves creative marketing ideas that are a result of imagination and experience. However, the application of direct marketing communication mix is like 'a cave on iceberg'. The visible aspect presented through promotional content is only a small part of the whole process including experts from different fields. The process of creation a new communication mix of direct marketing must fully use all the challenges posed by sophisticated technology. Direct marketing depicted by new technology (cable television, telemarketing and the Internet) can substantially increase the competitive advantage of enterprises in attracting their customer's attention and creating their loyalty as well. The companies use the mentioned media more frequently in order to create such offers that will lead towards strengthening loyalty of the existing customers, while simultaneously attracting those customers who were previously making purchases with our direct competitors. Hence, an offer as a creatively designed marketing vehicle proposes a number of potential benefits to a client. However, the client will be able to claim those benefits only in the case when a customer takes action as suggested by a communicated message. Basically, those are 'the rules of the game' that regulate relationship between company and client in direct marketing. Creating offers which guide the process of direct marketing is in the domain of customer relations management. Without an attractive offer, consumers will not create any type of measurable response to a company and therefore relations with clients would never emerge. On the other hand, if a company fails to continuously follow client's needs and wants, those engaged in direct sales will not be able to create adequate offers that would satisfy clients and motivate them to repeat purchases. .

Research question: The aim of the paper is to identify the statistically significant drivers for gold panning revisit intention at the River Pek in Serbia as one of the key factors in determining a positive effect on the destination's economic sustainability. Motivation: The paper measures the effects of learning, socialization, nature and prestige and their influence on revisit intention. Idea: The core idea of this paper was to empirically evaluate the relationship between recogized tourism motivation as an independent variable and revisit intention as a dependent variable, given that revisit intention represents an important indicator regarding the sustainablity of an emerging tourist destination. Data: Empirical research was conducted on a sample of 230 respondents. A convenience sample was used and was constructed of people who had visited the River Pek as members of organized groups. Tools: Analysis of the data was conducted in SPSS and Amos. The statistical analysis was implemented in two steps. Since this model contains one dependent and four independent variables, its validity has been tested by means of a confirmatory factor analysis. In order to test the significance and strength of the effects independent of the dependent variable, a structural equation model was applied. Findings: The findings of the research suggest that two variables are statistically significant triggers of revisit intention - nature and prestige. Obviously, tourists are likely to engage in the activity of gold panning due to having a desire to experience something new and exciting, which is considerably different from their everyday activities, as well as from other types of tourism. Contribution: The main contribution of the study is to describe in more detail the concept of gold panning and its potential - as a form of niche tourism - to contribute towards establishing the River Pek as a sustainable tourist destination. The study also contributes to existing literature through the implementation of quantitative research of the motives for gold panning. [ABSTRACT FROM AUTHOR]

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Copyright of Marketing (0354-3471) is the property of SEMA - Srpsko udruzenje za Marketing i Ekonomski fakultet Beograd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

It is becoming increasingly important in the healthcare setting to treat patients as consumers and measure their satisfaction with medical services rendered. As such, patient satisfaction should be considered an important output of a country's healthcare system, basically reflecting the stage of its development. The conducted study tested students' satisfaction with the quality of service provided by student polyclinics. In particular, the study has analysed the impacts of personal relationships, promptness and tangibility on student satisfaction. The findings imply that all three factors significantly affect patient satisfaction, with personal relationships having the strongest impact. Such results suggest that healthcare providers should encourage their doctors to devote more time to their patients and show genuine concern for patients' problems if they wish to improve overall satisfaction of their patients with the delivered services. [ABSTRACT FROM AUTHOR]

ABSTRACT Despite the rise of online travel booking services, it seems that traditional travel agencies remain an intractable part in the process of making travel arrangements for most travelers. Nevertheless, the question remains as to what triggers travelers' satisfaction with travel agencies. In order to explore this, we focused on Serbian travel agencies and researched the impact of the five individual SERVQUAL dimensions on travelers' satisfaction. Results revealed that four SERVQUAL dimensions (reliability, responsiveness, empathy and tangibility) had a significant influence on customer satisfaction. Copyright © 2011 John Wiley & Sons, Ltd. [ABSTRACT FROM AUTHOR]