SERVICE ORIENTATION AS A DRIVER OF ENGAGEMENT AND JOB SATISFACTION: INSIGHTS FROM SERBIAN HOTEL EMPLOYEES

The study investigates the relationships between service orientation, job engagement, and job satisfaction among hotel employees in Serbia. The research surveyed 244 employees across hotels of varying categorization levels, employing quantitative methods using AMOS software. Results reveal a significant positive influence of service orientation on job engagement, which in turn positively impacts job satisfaction. The study also explores the direct effect of service orientation on satisfaction and its indirect influence mediated by engagement. Findings highlight partial mediation, underscoring engagement's critical role in linking service orientation to satisfaction. Furthermore, significant differences were observed between employees with tourism-related education and those from other backgrounds in terms of these three variables. The research underscores the importance of fostering service-oriented practices to enhance employee satisfaction and engagement, which are essential for delivering high-quality services. The study concludes with recommendations for future research and practical implications for human resource strategies in the hospitality sector. By addressing the interplay of these variables, this study contributes to understanding how employee-centric practices can drive organizational success in competitive tourism markets. Limitations and prospects for comparative studies across different economic contexts are also discussed.