Hotel Service Recovery On Customer Satisfaction And Behavioral Intention

With the sharply increase of hotels in China, the situation of dissatisfied service 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 servicerecovery and its strategic value.According to the reality that the hotels' service recovery is conducted by experience without theories guidance, this thesis beginning with an analysis of the ways of service recoveries studies customers' satisfactory degree and behavioral intention after service recovery from a new point of view. 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.On the basis of the reviewing related theoretic literature, combining the study of the characteristics of hotel industry and interviewing with hotel managers, the thesis puts forward a theoretic model of service recoveries' influence on customers' satisfactory degree and behavioral intention, and seven hypotheses. The analysis mainly focuses on the connections of service recovery, customers' secondary satisfaction and customers' behavioral intention, while considering other three factors' influence on customers' satisfaction and behavioral intention, which includes customers' dissatisfactory extent, the types of service failures, and status of the hotels' star rating when the service failures occur. The thesis carries out five kinds of SPSS analyses, which are correlation analysis, variance analysis, Chi-square analysis, T-test, as well as descriptive statistics.The results can be summarized as the follows:1. The influence of the ways of service recoveries and the star-rate of hotels on customers' secondary satisfaction is distinct differentia.Substantial compensation is better than mental compensation. Substantial compensation combining with mental compensation is the best way. The service recoveries of high star rated hotels are superior to that of the low star rated hotels. The low star rated hotels show obvious deficiency in physical compensation, service attitude, or recovery process.2. The ways of service recoveries, customers' secondary satisfactions, and the sorts of service failures have relationship with customers' behavioral intention.Substantial compensation can inspire customer's positive behavioral tendency more easily than mental compensation does; Only in the case of feeling strongly dissatisfaction will customers have negative word-of-mouth;Those who have not any extraordinary feeling about service recoveries will have no distinct behavioral intention; service attitude deficiencies will the most easily cause customers' negative word-of-mouth.3. The customer's dissatisfactory degree when service failure happening has no influence on service recovery effect, and the sort of service failure has no influence on customer's secondary satisfaction, either.