CUSTOMER SATISFACTION WITH DIGITAL TECHNOLOGIES LEVEL IN MARKETING – SERBIAN TOURISM AND TRAVEL INDUSTRY
CUSTOMER SATISFACTION WITH DIGITAL TECHNOLOGIES LEVEL IN MARKETING – SERBIAN TOURISM AND TRAVEL INDUSTRY

Summary/Abstract: The purpose of this article is to investigate how customer happiness is impacted by the degree to which digital technologies are used in marketing communications. To this end, in 2023, organizations in the travel and tourism sectors carried out an empirical study in Serbia. 380 patrons of these establishments who were tourists make up the research sample. Regression analysis and a Likert attitude evaluation scale were employed as part of the research technique in addition to the theoretical approach. In response to the demographics of the majority of tourists surveyed and the growing influence of attitudes, values, and technologically savvy and proficient, so-called new generations, the majority of respondents expressed dissatisfaction or partial satisfaction with the degree of marketing communications with customers through digitalization. The paper’s findings have practical implications for tourism management decision-making as well as for the literature on marketing and digitization. The results of this research also highlight the necessity of designing a contemporary technological business development strategy with greater consideration for the needs and values of new generations of clients, who account for over 40% of the studied sector’s customers and are on the rise, as priorities in their digitalization process, given that the majority of these organizations concentrate their investments in the digitalization of their business and services.

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