Study On The Impact Of Service Recovery To Customer Satisfaction In Hotel Industry

With the sharply development of hotel industry in China, the situation of dissatisfied service quality and management seems to be severe. In recent years, the complaints about hotel service are rising obviously. Therefore, it is an essential issue for the people in the field of hotel marketing to realize the importance of service recovery and its strategic value.On the basis of reviewing related theoretic literature, combining the study of the characteristics of hotel industry in China, the thesis puts forward a theoretic model of service recoveries' influence on customers' satisfaction and eight hypotheses. The analysis mainly focuses on the connections of service recovery characteristic, customer perceived service quality, customers'satisfaction, while considering other two factors'influence on customers' satisfaction, which includes the types of service failures and customers'dissatisfactory extent.According to the reality that the hotels' service recovery is conducted by experience without theories guidance, this thesis carries out various kinds of SPSS analyses, which are correlation analysis, regression analysis, Chi-square analysis, as well as descriptive statistics. And through the classifying of theories and statistic analysis, it results in a practical quantitative conclusion, which offers the theoretic and empirical reference for hotel industry in service recovery area.The results can be summarized as follows: The tangible compensation has different effect on distributive justice, procedural justice, interactional justice, while tangible compensation is the factor which is influenced most; The response only has effect on procedural justice; The mental compensation only has effect interactional justice; The three dimensions of perceived justice have significant effect on customers'satisfaction; The types of service failure have no significant effect on customers' satisfaction, while severity of failure also has no significant effect on customers'satisfaction. In the end of this paper, the applications of research result and some suggestions in management are advanced, and the limitations and further research are discussed.