IJBTS International Journal of Business Tourism and Applied Sciences Vol.1 No.2 July-December, 2013, http://www.ijbts-journal.com ISSN2286-9352 Print , ISSN 2286-9700 online 21 Educational Level Differences in Job Satisfaction and Service Orientation: Case of Hotels in Novi Sad (Serbia) * Marko D. Petrović 1 , Corresponding author: marko.d.petrovic@uns.ac.rs Lukrecija Đeri 1 , djerilukrecija@gmail.com Jelica J. Marković 1 , jelica_ns@yahoo.com Adam Galamboš 1 , adam_galambos@yahoo.com Tamaš Galamboš 1 , tamas.galambos@yahoo.com Ana Jovičić 2 , Ana.Jovicic@fondmt.rs 1 University of Novi Sad, Faculty of Science, Department of Geography, Tourism and Hotel Management, Trg Dositeja Obradovića 3, 21000 Novi Sad, Serbia 2 Faculty of Legal and Business Studies Dr. Lazar Vrkatić, Department of Business Management, Bulevar Oslobođenja 75, 21000 Novi Sad, Serbia *Acknowledgment: The paper is supported by Ministry of Education, Science and Technological Development, Republic of Serbia (Grants 47007 and 176020). Abstract The aim of this study is to examine the educational level differences in service orientation and job satisfaction among the hotel employees in Novi Sad (Vojvodina Province, Serbia) . For that purpose, we used service orientation scale, developed by Dienhart et al. (1992) in Kim et al. (2005), and job satisfaction scale developed by Lytle (1994) in Kim et al. (2005). Our assumptions were that there would be significant educational level differences in service orientation and job satisfaction. It has been determined that there is a statistically significant difference in terms of educational level in six of nine elements in service orientation. Service orientation through positive interaction with guests and superiors, adequate training and established procedures in service business is highly correlated to job satisfaction of hotel employees which is reflected in comfort on the workplace, enjoyment and satisfaction that the work offers. It is of great importance for hotel management to have in mind that different educational level employees respond and behave differently in respect of service orientation. Key words: Educational level; Hotels; Job satisfaction; Service orientation; Novi Sad Introduction Service orientation of employees is determined by many factors - from the work environment, job demands, interpersonal relationships within the organization to financial and personal satisfaction. One of the new approaches emphasizes the importance of the connection between personal characteristics and the job requirements. Tourism, as an extremely complex activity, orders and requires constant and long-term study of a large number of determinants that affect the successful business enterprises. In recent years, researches put in the centre of many studies the phenomena of the relation between service orientation and job satisfaction of the employees in subjects of travel industry. It have been analyzed many factors that affect the quality of tourism services and opportunities to improve service processes. Employees are no longer only technically part of the service process, but the most important factor in perception of services by service users – the tourists. According to Kim (2008), if employees are satisfied with the job, and if their personality traits are expressed and perceived by the organization, the customer will perceive all this through the service received. It is obvious that customers very emphasize the treatment by employees during the consumption of certain services and the treatment is highly connected to the educational level of employees. Thanks to