The Research On Service Recovery Strategies Of Budget Hotel Based On Customer Satisfaction

Many hotels are using total quality management (TQM), and advocating the so-called "zero defects" and put things right at the first time, but very few hotels can be non-occurrence of service failure and customer complaints. High occupancy rates and good customer response of budget hotel are prompting the managers to increase the number of hotels quickly. However, the hotel managers ignore the number of customers lost when they are focusing on high occupancy rate. The most important reason of lose of customers is that they do not take effective strategies to achieve customer service recovery after customer complaints. Budget hotel is just right for a single customer complaint handling but their service recovery is not systematic. Therefore, developing and systematizing the effective service recovery strategy for hotels will be of great significance for the budget hotels to maintain a high occupancy rate and long-term development.This paper analyzes the service recovery research background and research situation at first, and then discusses the service failure, customer satisfaction and customer complaints, customer complaints handling and service recovery and other related theories. It analyzes budget hotels lack of systematic in the service to remedy the existence of service recovery awareness, staff management and service management to remedy the and other issues according to the questionnaire research of customers and hotel staff interviews in Zhenjiang hotels. And then establish and explain the budget hotel service recovery strategy, and execution system developed by service recovery, it also analyzes the service recovery management information systems to enhance service recovery strategies concretely. At the end, it takes Home Inns as the research object, and analyzes the management of the current status of service recovery and apply the systematic strategies of service recovery as a solution for hotel manage the related issues.It can be concluded through the above research: the customer satisfaction effect by both internal and external service recovery. Systematic strategies can be taken in order to manage the problems that service recovery in budget hotel. It include to encourage customer complaint and improve complaint management process, to conduct customer satisfaction surveys, to manage the information of customer complaint effectively, delegate staff reasonable authority, staff training, understand and motivate staff.