酒店顾客投诉原因及对策分析

毕业设计（论文）开题报告

设计（论文题目） Analysis of Reasons and Countermeasures for Hotel Cuscomer Complaints Ⅰ. The background and the significance of the thesis Hotel industry is one of the earliest service industries which takes advantage of the international advanced management concepts and management systems. Over the past 20 years , Chinese hotel industry combines the modern management experience with Chinese practice which can be considered as the unique management model with Chinese characteristics. At the same time, in the home market, the situation which is characterized as the demand exceeds supply changes into the new trend which is the opposite. As we have stepped into the buyers’ market, especially in the 21th century, with the wide spreading of modern technology and production techniques and the great influence of the world globalization, the competition between the same industry has become more and more fierce because one hotel can hardly be ahead of the whole market with the method of technology and quality. Therefore, if one hotel wants to create the everlasting edges to compete with the other hotels with the help of the previous achievements, it is impossible for them. Only based on the lowest price and sale strategies, one hotel can not gain the potential and practical effects. The reasons lie in two aspects: on one hand, there must be higher and higher sales cost and lower and lower profit. on the other hand, once the lowest price and sales strategies become the core of relationship between the hotel and the customers while the other competitors also adopt the same strategies, one hotel can not keep its edge forever. So how does one hotel build up an excellent relationship with customers? It depends on whether customers can be pleased with what he or she is served, that is to say, customers do not only focus on the the price and quality but also pay much attention to whether one hotel can offer an ideal and comfortable service or not. Complaints are ubiquitous in hotel industry setting and are treated seriously by hotel owners. Along with the rapid development of hotel industries, both enterprises and academic circles have emphasized on the researches of hotel industries. Many scholars have conducted a lot of researches on different aspects of hotel industries, such as the employees within hotel enterprises, cultural conflict management, and the development of hotel chains and so on. In this paper, the author systematically sorts out the historical literature that related to hotels customers complaints, and does the empirical analysis on reasons that influence the hotel customers complaints. And the author aims to provide guidance for domestic hotels on their way to solving the conflicts with customers.

Ⅱ. The main contents of this thesis The thesis can be divided into four parts. The first part is the introduction which contains the connotation of guest complaints. The second part is about the analysis of guest complaints which includes the objective cause, that is, personality characteristics of the guests and the problem of quality of service and the subjective causes, that is , the psychology to seek respect and the psychology to seek security. The third part is about the countermeasures to eliminate the customers’ complaints which includes taking complaints with correct attitude, strengthening staff training, setting up the archive of customers and setting up the concepts of “customer is the god”. The last part is conclusion. Ⅲ. The main methods are discussed: To make the research more scientific and comply with the reality of Chinese hotel enterprises, the author combines the qualitative and quantitative analysis in writing this paper. Firstly, by using the method of literature review, the author summarizes previous domestic and international literatures of relative scholars and sorts out a systematic theory for hotel customers. Second, by means of qualitative methods, the author try to analyze the basic reasons for the customers’ complaints in the hotel industry. 四、设计（论文）进度安排： 时间（迄止日期） 工 作 内 容

① 成立外院毕业设计工作小组； ② 毕设工作小组审核确定毕业设计学生名单； ③ 毕设工作小组审核确定校内指导教师名单； ④ 毕设工作小组审核确定指导教师负责指导的学生名单，各专业教研室做好毕业设计动员工作。 ① 各指导教师制定毕业设计指导计划，明确与学生的联系和指导方式 ② 学生结合各自的专业确定毕业设计选题 2014年9月30日前 2014年10月10日前 2014年10月20日前 ① 毕设工作小组完成毕业设计选题审核工作。 ② 校内指导教师下达毕业设计任务书，并指导学生填写开题报告。 学生完成开题报告 校内指导教师指导学生撰写毕业设计（论文） ①。校内指导教师指导学生撰写毕业设计（论文），评阅、修改； ② 对学生的毕业设计（论文）进行中期检查 学生提交毕业设计报告（论文）初稿 学生提交毕业设计报告（论文）二稿 学生提交毕业设计报告（论文）三稿 论文定稿 答辩准备，5月24日毕设答辩委员会组织学生进行答辩（第2次） 论文终稿打印，毕业论文装订归档，与电子稿一起上交；答辩委员会审定学生毕业设计成绩。 对于在2014年底顺利完成三稿并最终定稿的同学，2015年1月4日-2015年1月19日 毕设答辩委员会组织学生进行答辩（第1次） 2015年3月15日前 ① 指导教师和答辩小组评定第1次答辩合格学生毕业设计成绩；② 答辩委员会审定学生毕业设计成绩。 2014年11月5日前 2014年11月15日前 2014年12月10日前 2014年12月30日前 2015年2月20日前 2015年4月20日前 2015年5月20日前 5月20日—6月1日 2015年6月7日前 重要说明 五、指导教师意见： 指导教师签名： 年 月 日

六、二级学院意见 同意指导教师意见，可以开题！ 二级学院院长签名：曹兰 年 月 日

酒店顾客投诉原因及对策分析

摘要: 顾客是酒店最大的财富来源。为了维系更多的顾客,酒店应该做出一些政策让客人更加满意。但在酒店管理的过程中，不可避免的出现客人投诉的现象。分析宾客投诉的原因和心理，正确对待和处理客人抱怨,是酒店提高客人满意度，维护酒店声誉的必要手段。所有首先，酒店应该了解常见导致客人投诉的原因和普及公共知识，培养员工的服务意识，提高员工的素质。

Customers are the biggest wealth source. In order to maintain more and more customers, one hotel has to make some policies to satisfy the customers. In the process of hotel management, there are some inevitable customer complaints. One hotel is supposed to analyze the basic reasons why customers make complaints based on what kind of psychological factors and then should treat the customers complaints equally and reasonably. All of these can make sure customers’ satisfiction and make sure the hotel’s fame. All above, one hotel should learn about the common knowledge about the usual customers’ complaints and cultivate the staff’s service sense in order to enhance the all-over abilities of staff. 关键词：顾客抱怨；影响因素；服务质量

Key words: customers complaints; influential factors; service quality

0. Introduction

The demand of customers about quality and service are rising with the rapid development of

China’s economy. The management of Chinese enterprises do not keep up with the pace of consumer demand, especially in services, customers complained about an increasing problem. Some enterprise are perfunctory. Such behavior is unwise and we should be look at the problems which customer complaints about constructively. It is a powerful tool to make the enterprise find their problems, compensate for the operating management omission, improve the brand loyalty, so it’s important to strengthen management of customer complaint.

1.Connotation of Guest Complaints

The so-called customer complaints involve the psychological feelings and dissatisfaction

response in the course of customers in the purchase and using of enterprise products and services. So it reflects the real demand of customers directly and shortcomings in the production and service. The feeling of customer demands extent satisfied is worse, the lower degree of customer satisfaction. According to the common content of customer classification, we can divide complaint into two categories: product quality complaint and non-product quality complaint. According to the degree of customer satisfaction and reaction of complaint, there are two complaints: complaint type complain and complained of non- complaint-based.

The market economy is a market era of oversupply, customer stands in a dominant position.

Customer satisfaction becomes the fundamental measure of product quality and management level. In a certain sense, the entire content of enterprise management is to improve customer satisfaction. On the other hand, the enterprise is a complex operational system which faces increasingly personalized, diversified and complicated consumer groups. Therefore customer complaint grows an inevitable problem that every enterprise encounters. The object and purpose of the managers to handle customer complaints is to minimize the number of impact to a minimum. While once the complaint has occurred, the enterprise should adhere to the strategy of benefit equilibrium to properly handle, and at the same time, to avoid further intensification of the contradiction, even to change the negative impression of the guests into the positive one, enhancing the value of customer loyalty to the company

2.Analysis of Guests Complaints 2.1The Objective Causes

There are several factors which prevent customers from being satisfied with the service of one hotel. Although customer complaints are a common occurrence, not all unsatisfied customers will complain to the corporate. Reluctant to businesses are many reasons for complaints after loss. There are two aspects impede customer complaints in general : first, psychological barriers to customer. As the reason of enterprises willing to assume responsibility, many customer complaints spend too much time and energy, Customer can only complaints to a third party eventually. They have obstacles in mental because of endless trouble. Second, enterprises do not have the appropriate channels, they have a bad attitude, enterprise does not provide a channel of complaints and specific complaints process, customer couldn’t find appropriate channels to complain when encountered problems. Personality Characteristics of the Guests

2.1.1 personality characteristics of the guests

There are two types personality characteristics of guests. One is called non-oral complaints while the other is named normal complaints. The former one means although customers do not make any oral complaints to the hotel, they will stop to live in the hotel or even they will covey his dissatisfication to his friends or family members. The latter means that owing to the unfavorable factors, some customers may make the oral complaints. In terms of customers, they tend to inform the hotel of his or her dissatisfying things in order to make the conflicts be solved. 2.1.2 The Problem of Quality of Service

Most enterprises regard customer satisfied as the inevitable \"defects\" in business process, and

they have to pay attention to it. They only make a simple treatment of this sector when Complaint appears. They don’t have special departments to resolve, manage customer complaints. There is no specification of the customer complained about the procedures and standards, let alone analyze and summarize customer complaints information, potential demand for mining customers. 2.2 The Subjective Causes

Customer complaint refers to a kind of behavior that the customer, in the process of using

company product or enjoying service, thinks that the enterprise products, services and management exist flaws or enterprise and their employees present fault, by which cause damage to their own interests, thus leading to expressing dissatisfaction to the enterprise or relative departments to make remedial treatment. Therefore, customers’ subjective causes play a great role in the success of running a hotel.

2.2.1 The Psychology to Seek Respect

All humans have a need to be respected, to have self-esteem, self-respect, let alone the

customers. Also known as the belonging sense, customers esteem presents the normal consumer’s desire to be accepted and valued by the hotel and its staff. Customer needs to engage themselves to gain recognition and enjoys one or another service that give him or her a sense of contribution, to feel accepted and self-valued, be it in a profession or hobby. Imbalances at this level can result in low self-esteem or an inferiority complex. They may seek fame or glory, which again depends on the hotel’s service. It may be noted, however, that many customers with low self-esteem will not be able to improve their view of themselves simply by receiving fame, respect, and glory externally, but must first accept themselves internally. Psychological imbalances such as depression can also prevent one from obtaining self-esteem on both levels. 2.2.2 The Psychology to Seek Security

With customers’ physical needs relatively satisfied, their safety needs take over and dominate

their behavior. These needs have to do with their yearning for a predictable, orderly service in which injustice and inconsistency are under control, the familiar frequent and the unfamiliar rare. In terms of hotel service, these safety needs manifest themselves in such things as a preference for service, grievance procedures for protecting the customers from unilateral authority, savings accounts, insurance policies, and the like.

3. The Countermeasures to Eliminate the Customer’s Complaints 3.1 Taking complaints with correct attitude

3.1.1Employees should be Calm with the Guests Complaints

It is very essential for hotel staff to respect for customers. Complaint is so subjective that they

often consider their interests have been damaged. But the actual situation is that the customers are not always right and their demands are not always reasonable. If abandoning the benefit that hotel itself and the employees should have to meet the demands of the interests of the customers, it does not accord with the principle of staying calm state. However, refusing and dealing with the customer s’ complaints reasonably is not equal at not respecting the interest demands of customers. Only can the hotel in the essence understand the customers, respect for them, and maintain civility attitude, the customer complaint will be solved effectively. 3.1.2 Restraint and Patience

Never arguing with the customers, regardless that how excited the customers’ emotions, how

disrespectful their attitude, and how rude their words, mannerisms are. This requires that the reception staff should be calm and patient, and not be eager to justify or refute. Even if the complaint is not reasonable, the staff should be polite, rational and restrained. 3.1.3 Maintain the Interests of the Hotel

Although a qualified problem solver in one hotel has to bear customers’ needs and demands in mind on most conditions, the basic interests of the hotel, such as the running cost and the hotel fame also need to be considered during the negotiation with the customers. 3.2 Strengthening staff training

It is of great importance for one hotel to train its staff how to response to customers’ complaints on time. During the process of communication, staff are obliged to make instant responses. there are some functions of complaints responses on time: attributing responsibility, establishing desired images, repairing damaged images and decreasing the credibility of negative reviews. 3.3 Setting up the archive of customers

The accurate information of targeted customers for one hotel is the best choice to deal with the

conflicts existing in the management of one hotel’s customers’ complaints.The customer satisfaction determines the existence and development of enterprises. In handling complaint, the hotel should fully respect the views of the customers, uphold an objective and fair attitude for customer complaint, and look for more reasons from ones’ own, especially the subjective assumptions that customer must be wrong, even vexatious earlier should be abandoned. 3.4 setting up the concepts of “customer is the god”

Customers’ trust and support are of the great importance. Bearing in mind that “customer is

the god” is the everlasting theme for the concepts of one hotel’s management to deal with the customers’ complaints. Customers do not only focus on the the price and quality but also pay much attention to

whether one hotel can offer an ideal and comfortable service or not.

4. Conclusion

Under the condition of market economy, as the customer is dominant in the supply-demand

relation, his satisfaction becomes the basic symbol of enterprise management level. The hotel always is faced with the customer complaint problem due to the impact of the target customer’s demand for personalization and its own operating system. The essence of customer complaints lies in the dissatisfication between the customer and hotel, as well as the relative parties. Therefore, to deal with the customer complaints, the enterprise should rebuild the reasonable management to deal with any existing conflicts guided by some theories of either the objective or the subjective perspectives and adhere to the correct management strategy, so as to minimize the number and impact to a minimum and realize the virtuous circle on the relationship with the customer.

By analyzing customer complaints and problems of management status, proposed the

establishment of customer complaints management system and set up corresponding customer complaints management, customer complaints handling techniques should be used. Hotels to implement effective customer complaint management to improve customer satisfaction, reveal and compensate for defects in business management, strengthen the competitiveness of hotels are of great significance, so that hotels recognize the importance of managing customer complaints and customer complaints management in how to improve customer satisfaction.

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