酒店顾客抱怨管理及忠诚度提高研究

Study on the Management of Hotel Customer Complaints and the Raise of Customer Loyalty

顾客抱怨问题是国内酒店企业中未予以重视的问题。通过系统分析,对顾客抱怨行为的产生,影响因素及酒店服务失误和服务补救,以及顾客抱怨及满意度、顾客忠诚度之间的关系研究,具有重要的现实意义。如何提高顾客的忠诚度是研究的最终目的。首先,从分析顾客抱怨研究现状开始,明确了顾客抱怨行为和顾客忠诚的涵义,以及二者之间的关系。其次,通过对酒店服务质量的分析,得出衡量顾客满意度的方法,并在此基础上总结了酒店服务失误的原因和顾客可能会产生的抱怨行为。最后,在酒店服务补救及其所应采取的措施的基础上,分析了公平性和顾客二次满意的关系,提出提高顾客忠诚度的途径。

The problem of hotel customer complaints is not regarded by the domestic hotel business. Though the system analysis, the research of the behavior of the customer complaints, the remedial services of the hotel and the customer complaints and satisfaction, customer loyalty has important pratical significance. How to improve customer loyalty is the ultimate goal of the study. From analysis of the relationship of the customer complaints and the customer loyalty, the mistakes of the reasons for hotel services and customer complaints should be sumed up. Based on the study of the fairness and the hotel remedial services, it puts forward the ways to raise the customer loyalty.