酒店顾客抱怨行为影响因素的实证研究——以金茂北京威斯汀大饭店为例

Empirical Research on Influencing Factors of Hotel Guest Complaint Behavior--Taking The Westin Beijing Chaoyang as an Example

酒店有效处理好顾客抱怨,对降低酒店负面口碑传播、增加顾客对酒店的忠诚度和提高营业收入具有非常重要的作用。在现有文献基础上,构建了顾客抱怨行为影响因素的指标体系,并以金茂北京威斯汀大饭店作为实证研究对象,通过实地问卷调查和预订网上顾客抱怨点评收集数据,采用主成分分析和相关分析法对影响因素进行分析。研究发现:员工服务水平、投诉成功可能性和顾客感知是影响顾客抱怨行为的关键因素。从提高员工服务水平和完善处理顾客抱怨机制两个层面提出具体对策建议。

Effective handling of guest complaint was crucial for hotels to reduce the spread of negative words of mouth,increased the guests′loyalty and hotel revenue.Based on the previous literature,this study constructed the index system of factors that affected customer com plaint behaviors and adopted the principal component and correlation analysis methods to analyze the influencing factors based on the datas col lected from a questionnaire survey and online hotel reviews of The Westin Beijing Chaoyang.The results indicated that the employees′service level,possibility of complaint handling and customer awareness were the key factors influencing the customer complaint behaviors.Finally,this paper put forward concrete suggestions in related with such issues as improving employees′service level and mechanism of dealing with custom er complaint.