The aim of this study is to examine the impact of key competitiveness factors on sustainable business performance in the hospitality sector through the application of an integrated approach, from the perspective of hotel service users. The research was conducted on a sample of 1640 hotel guests who stayed in hotels operating in the Republic of Serbia, Croatia, and Slovenia. Utilizing a structural equation modeling (SEM) framework, the study meticulously analyzed various competitiveness factors: service quality, service, service recovery, hotel user satisfaction, loyalty and discretionary behavior and dysfunctional consumer behavior. The results of the research reveal that all identified key factors significantly impact the sustainable performance of hotel operations. The findings suggest that hotels must prioritize these elements to enhance their competitiveness and ensure ongoing success in a challenging market environment. Notably, one intriguing finding is that loyalty does not serve as a buffer in the relationship between customer dissatisfaction and dysfunctional behavior, indicating that even loyal customers can exhibit negative behaviors when their expectations are not met. This underscores the importance of addressing guest satisfaction proactively to mitigate potential adverse outcomes and retain a loyal customer base. Moreover, this study provides valuable insights for hotel management, highlighting the necessity for holistic strategies that not only aim to improve guest experiences but also consider the intricate dynamics between various competitiveness factors that ultimately contribute to the sustainability and profitability of the hospitality industry. Rejecting the sub-hypothesis that loyalty among hotel service users moderates the impact of dissatisfaction on the expression of dysfunctional consumer behavior indicates the need to review certain theories that comprise the dominant theoretical framework in the field of hospitality. This implies the need for further analysis of the validity of the dominant theories in the hospitality industry, especially in defining the conditions under which their postulates hold indisputably. Second, further examination of the role of loyalty is needed, since there are different types of loyalty.

The paper deals with the analysis of the role of activities and characteristics of the manager as a factor in improving the strategic activity of a company. The survey included 327 managers of different levels who are employed in companies operating on the territory of the Republic of Serbia. Correlation analysis confirmed statistically significant relationships between observed activity variables and managerial characteristics and strategic action variables. The regression method confirmed that the variables communication and innovation and flexibility had the greatest influence on all analyzed variables of strategic action, while the variables of activity and characteristics of managers had the greatest importance on the variables of strategic decision making and quality of vision and mission. The aim of the presented research is to point out the importance of activities and characteristics of managers with the goal of business promotion, primarily through strategic action, and that they can be crucial for improving the market and competitive position of companies.

In an immense market struggle, the only effective way to build a long-term competitive advantage is to provide a high level of quality. Offering quality to the market, the organization creates loyal consumers on the basis of which it achieves its profitability, growth and development. The research presented in this paper is aimed at determination of the impact of quality on improving business performance and customer satisfaction. Correlation analysis confirmed this influence on the basis of obtained statistically significant mutual relations between the analyzed variables. Quality was shown to have an impact on improving the business performance of the organization, primarily on profitability through the improvement of leadership and relationship management. The impact of quality on customer satisfaction was also confirmed, where the engagement of people and the management of mutual relations had the greatest impact on consumer confidence. The research confirmed that the training of employees in terms of quality had a statistically significant impact on improving customer satisfaction, if it is conducted in an efficient manner.

Employee motivation and job satisfaction are the subject of numerous studies. This topic is an inexhaustible source of new knowledge and due to its relevance, it occupies the attention of many researchers. Modern business flows dictate the conditions from which new factors arise that encourage employee motivation and satisfaction. A satisfied worker is driven by enthusiasm that motivates him to achieve more effective work results. Such workers affect higher productivity, which contributes to more efficient achievement of organizational goals. The subject of this paper is the analysis of the impact of motivation and job satisfaction on business performance of employees. The results of the correlation analysis confirmed the existence of statistically significant relationships between the variables of motivation and job satisfaction and the variables of employee performance. The regression model indicated that employee motivation factors had the greatest impact on taking the initiative as employee performance. The variables of employee motivation that have made the largest individual contribution to employee performance are satisfactory remuneration and fair organizational policies and rules. The results of the regression analysis confirmed the greatest influence of job satisfaction factors on the variables innovation and creativity, while the greatest individual contribution was made by the variables effective communication with management, organizational culture, as well as interesting and exciting work. Based on the results of the t-test, a statistically significant difference was found when it comes to employee performance in relation to differences in years of service. The results of the research indicate the key factors of motivation and job satisfaction, the improvement of which can significantly improve the performance of its employees and make their work more productive.

Companies operating in the domestic market should strive to strengthen its market position and its operations directed towards the international market. Its position in the international market should provide improving business competitiveness and development. Particular attention must be paid to the quality, as a key factor of modern business. The analysis of domestic companies and opinion leaders about their quality as a factor in the development of competitiveness, has led to results that are presented in this paper. The results show the level of standardization of domestic companies, the benefits and problems faced in the implementation of standards, as well as the effects achieved by introducing quality systems in the enterprise. The survey was conducted via electronic means of methodological created e-mail survey. The case studies have been manufacturing and service enterprises of different sizes, structures and activities, which operate on the territory of the Republic of Serbia.

The paper presents a survey aimed at determining the influence of digital marketing communications on the creation of competitive advantages in the market. The results of the survey show that there are statistically significant relationships between the variables of digital marketing communications and the variables of sales promotion and customer relationships. Correlation analysis found that the level and quality of digital marketing activities have the greatest impact on variable positioning and differentiating products/services and strengthening the brand, Factor analysis has shown two-component solution, where first component gathers variables of the level and quality of digital marketing communications and the positioning and differentiating products/services, and other component gathers variables related to the consumer and the training of digital marketing staff, and a strong correlation was established between these two components. This research confirms the importance of digital marketing communications in the improvement of business and competitiveness, where the focus is on the competence and training of employees to perform higher quality digital marketing activities which put into the forefront the needs and demands of digital consumers.