A Study Of The Service Failure Attribution And Customer Complaints Of The High-star Hotels Based On The Customer’s Perspective

With the advent of the service economy age, more and more high-starhotels begin to realize the importance of the customer satisfaction experience.Nowadays, because of the picky customers’ diversified demands and servicecharacteristics particularity, service failures are inevitable. Thus, it will lead to customerdissatisfaction, complaints and bring consumers the material and spiritual losses, andwill have adverse effects on the hotel’s image and reputation. After the service failureoccurs, consumers will firstly judge the reason of service failures subjectivity, and thenmay produce different complaints reactions and expectations for service recovery.Consumer complaints will affect customer loyalty, leading to the loss of customers, andlong-term serious consequences for the development of the hotel. So, the hotel musttake appropriate measures to respond to the customer service failures attributed toprevent upgrading of the customer complaints emotions and conversion behavior.This study combine theoretical and empirical research, taking the high-star hotelcustomers as a case. Based on the relevant literature, the study of the customercomplaints and the service failure attribution theory build the study model, then proposethe hypotheses and design the questionnaire, and take the InterContinental Century CityHotel in Chengdu as a Case.At last, using the SPSS18.0to analysis the basicinformation, reliability, validity, variance and correlation analysis, then verify thehypotheses of the study.The customers complaint is a good opportunity for the high-star hotel to find thepotential problems, and it can help the high-star hotel to find out the direction to correct the problems and improve the quality of service. Through this study, I hope toprovide a reference for the high-star hotel customer complaints management.