The purpose of this final paper is to determine the importance of consumer adjustment in entrepreneurship. In order to establish this, the paper first deals with the topic of entrepreneurship in order to define the business framework of business entities. After that, the concept of consumers and the way they think is defined. The way consumers make decisions, what influences those decisions and how those decisions can be influenced, and the factors that are important when making a purchase decision are analyzed. After that, the topic of customer relations was discussed, which briefly analyzes the concept of CRM. At the end of the paper, the presented theory is applied to an example from practice. These are Apartments Mato in Zadar, which offer accommodation services in the summer season, from June to September. Their business, their guests and the satisfaction of guests with accommodation were analyzed. In addition to existing data, new data were collected by conducting a survey. The aim of this paper is to make suggestions for improvement based on the obtained results, primary and secondary.