Service marketing and the competitiveness of small tourism businesses: evidence from Azerbaijan and Hungary

Mammadov Omar (2025) Service marketing and the competitiveness of small tourism businesses: evidence from Azerbaijan and Hungary. Menedzsment Kar (2025-)-.

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Absztrakt (kivonat)

This study examines how marketing and service quality jointly influence the competitiveness of small tourism enterprises. Drawing on the expectation–perception framework, it explores the extent to which the alignment between marketing communication and actual service delivery affects customer satisfaction. Data from small tourism businesses reveal a relatively narrow gap between expectation and perception scores, confirming that consistency between what is advertised and what is delivered positively influences satisfaction. The findings further demonstrate the integrative nature of marketing and service quality, highlighting that marketing extends beyond pre-visit promotion and continues throughout the service experience. The analysis also shows that satisfaction and loyalty significantly contribute to competitiveness, even in the absence of large budgets or advanced technologies. Instead, authenticity, customer-centric practices, and consistent service delivery emerge as key drivers of repeat visitation and positive word-of-mouth. From a practical standpoint, the study suggests that clear online communication, realistic visual content, timely responses, and locally distinctive service delivery can enhance competitiveness with minimal financial investment. Overall, the study contributes to service marketing theory by emphasizing the holistic role of marketing within the service process and offers actionable insights for small tourism enterprises striving to improve market position through relational and experiential strategies.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Menedzsment Kar (2025-)-

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Gazdálkodási és menedzsment

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Azerbaijan, Azerbajdzsán, fogyasztói elégedettség - vásárlói elégedettség, Hungary, Magyarország, service marketing, szolgáltatásmarketing, tourism, turizmus, versenyképesség
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:14
Utolsó módosítás:	2026. Júl. 09. 11:14

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