Study Of High-end Business Hotel Customer Complaint Behavior Influencing Factors

This paper focuses on determinants of business consumer complaining behavior (CCB) of luxury business hotel. Based on the literature review, content analyses of consumer comments on hotel booking websits and empirical analysis, the system of determinants of CCB is constructed. After investigation of the correlation between determinants and CCB, detection of the main motivation and channels of CCB on websites and differences of CCB between different consumers, some feasible strategies to manage CCB are finally brought forward.Five conclusions are derived from empirical analyses. Firstly, the determinants of CCB consist of eight factors, which are personal norm of complaint, management failure, employee responses to service, delivery system failure, efficiency of complaining procedure, poor value of physical environment, severity of the service failure, poor circumstance and social benefits of complaint. Among these factors, the most significant ones are employee response to service delivery system failure, efficiency of complaining procedure and poor value of physical environment. Secondly, with regard to the possibility of the three CCB, negative word of mouth ranks first, followed by leaving and complaining to staff. Thirdly, differences in evaluation of the factors arise from the influence of education level, profession, average annual income, average frequency of visiting hotel monthly and the intention of the trip. Consumer with different education level, profession and average frequency of visiting hotel monthly have different CCB. Fourthly, the key factors of complaining to staff are personal norm of complaint, efficiency of complaining procedure, employee response to service delivery system failure; the key factors of negative word of mouth are efficiency of complaining procedure, personal norm of complaint, severity of the service failure; the key factors of leaving are severity of the service failure, management failure, social benefits of complaint. Finally, the main motivations of CCB on websites are defending one's rights and receiving apology, assisting hotel in improving service quality, reminding other consumers. The main channels of CCB on the internet are local well- known websites, hotel's websites and third party hotel booking websites.Basd on the results of empirical research, the author proposed several tactics to eliminate consumer's psychological barriers of complaining to staff, construct effective complaining procedure and dispel the commonest service failure.