The Impact Elements Of Customer’s Recessive Complaint Behavior On The Local Economic Hotel

Recently, all kinds of business trading and tourism behaviors grow faster and faster along with the rapid development of the economy of China. The rapid development in the domestic business and tourism service market also offered new developing opportunity to the hotel industry.Furthermore, the economic hotel industry which is offering low price but good service and could meet the needs from most of the travelers or consumers are growing very fast in the past a few years, and are now becoming a dark horse in the domestic hotel industry. So the study about the operation and management of the economic hotel industry is very hot at present.According to the study recently, when the consumer is not satisfied with the goods or service which supplied from the hotel and also there are complaints existing, most of the consumers would choose to act by recessive complaint behavior such as "change consumption from other hotels" or "makes negative drumbeating to others". The reason lies on the hotel industry belongs to a field with perfect competition which means the switching cost to other hotels is not high. In that case, not only the hotels are not able to know the reason why the customer is not satisfied with and complained for and loss the opportunity to take remedy but also cannot improve relevant service or products in order to solve the complaining problem. This would lead to the decrease of the satisfaction and loyalty from consumers who had experienced service failure.Then how to avoid the service failures lead to consumer’s recessive complaint behavior and try to make the hotel being able to offer remedy action and regain the satisfaction and adherence had become a important topic. We have to understand not only the detailed and specific exhibition of consumer’s recessive complaint behavior, but also the inducement of the recessive complaint behavior-the impact elements of consumer’s recessive complaint behavior. And based on this we will need to study how the specific economic hotels could act and avoid the happening of consumer’s recessive complaint behavior which caused by service failure. If the economic hotels could be able to apply effective management on the consumer’s complaint especially the recessive complaint, then they could keep and improve the quality and level of their products, service and management. This could be very significant for each economic hotel to maintain the satisfaction and loyalty of their consumers from the perfect competition in the industry and then improve the competition power and performance in the whole economic hotel industry.We had chosen RJ economic hotel for instance and a questionnaire survey has been conducted in this research paper, as well as a regression analysis model, to implement empirical research on the impact factors of consumer’s recessive complaint behavior in the economic hotel industry. The results show that there are some factors do affect the impact on the recessive complaint behavior, and we also offered some solution for that.