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BUSINESS INFORM №3-2018

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27

Section: Economics of Trade and Services
UDC 658.818
Shulgina L. M.
The Methodical Instructions on Application of Methods of Analysis and Estimation of Quality of Tourism Services (p. 180 - 185)

The article is aimed at development of methodical instructions on practical application in the activity of a tourism entity (TE) of the methods of analysis and estimation of quality of tourism services. The indicators to determine the economic feasibility of improving the quality of tourism services have been systematized. The methodical instructions on application of methods of calculation of indicators are offered as follows: RFM (recency, frequency, monetization); prices of lost customers and costs of attracted customers. The indicator of RFM for estimation of the cost of customers of tourism services is suggested to be calculated in terms of the period of the most recent purchase of tourism service, frequency of purchases in the researched tourism entity, and also cost of buying a tourism service. The price of lost customers is suggested to be calculated taking into account the indicator of loss of customers. Expediency of application of the methodology based on consecutive use of methods of brainstorming, fish diagrams and Pareto diagrams for determining of cause-and-effect relations, and also for measurement of impact of certain factors on the formation of the quality of tourism services.
Keywords: tourism entity, quality of tourism service, price of the lost customers, cost of attracted customers.
Tabl.: 1. Formulae: 2. Bibl.: 9.

Shulgina Liudmyla M. – Doctor of Sciences (Economics), Professor, Professor, Department of Industrial Marketing, National Technical University of Ukraine «Igor Sikorsky Kyiv Polytechnic Institute» (37 Beresteiskyi Ave., Kyiv, 03056, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Shulgina, Liudmyla M. (2018) “The Methodical Instructions on Application of Methods of Analysis and Estimation of Quality of Tourism Services.” Business Inform 3:180–185.


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