On The Inducement, Behavior And Recovery Of Hotel Customer Complaints

This thesis is the first systematic study home combining theoretical inference with empirical research on the underemphasized issues of consumer complaints in hotel management. By investigating into matters like service failure, complaints and its recovery, it fulfills the system of hotel consumer complaints.Starting from analyzing the formation of hotel service quality, this paper studies the conceptual framework of hotel service quality, consumer dissatisfaction, and consumer complaints, and attempts to set up hotel consumer complaints model.Next it puts forward the model of affective factors of hotel service failure by applying service encounter theory and service quality gap theory to investigate into the time and inner cause of the occurrence of hotel service failure. Using the CIT method, it collects many cases of service failure from the hotel front staff, and accordingly identifies eight factors such as failure to make arrangements according to customers' special requirements and poor service attitudes as the key affective factors in hotel service failure.Further more, this paper makes investigation into factors like the circumstances under which complaints occur, and characteristics of individual customers and formulates the model of affective factors of customers' complaints. It also makes empirical study of the correlation of internal and external affective factors and the degree of satisfaction on complaint recovery, and draws the conclusion that hotel customers' ways of complaint vary with types of service failure, cost of complaint, age of the customers, degrees of education, and fairness of complaint recovery. In the end, with service profit chain theory, a model for service recovery is set up to illustrate that hotel service recovery helps restore customer's value and eliminate service quality gaps and should be applied systematically. With theories of fair service, knowledge management and organizational learning, strategies are put forward on recovery made both in and outside hotels.