摘要
为探讨顾客对酒店服务失误的反应，本文围绕顾客经历服务失误的基本情况、服务失误类型、对服务失误的归因、经历服务失误后的态度和行为反应、服务补救对顾客行为的影响等内容面向社会开展随机抽样调查，调查结果显示顾客在经历服务失误后的行为反应主要有：沉默、投诉、负面口碑、转换商家、重构行为。这些行为与顾客满意度存在正相关关系，当顾客满意度低时会给酒店带来负面影响，如顾客的流失和负面口碑不良影响的产生。
因此，为降低服务失误对酒店的影响和提高客人的满意度，本文结合问卷调查的结果提出相关建议：1.服务失误发生之前的预防性策略：如加强培训，不断提高员工的业务素质；加强管理，保证酒店产品的质量；坚持标准化服务与个性化服务的有机结合。2.服务失误发生之后的补救性策略：如正视服务失误，快速地实施补救措施；实施高水平的补救措施，提高客人的满意度；吸取教训，努力改进酒店的各项工作。
关键词：服务失误；顾客反应；管理建议
Abstract
In order to explore the customer response to the hotel service failure, this paper focuses on customer experience service failure of the basic situation, type of service failure, service failure attribution, effect of after service failure attitude and reaction behavior, service recovery on customer behavior and content oriented society to carry out random sampling survey. According to the results of the survey customer behavioral response in the after service failure mainly has: silence, complaints, negative word of mouth, converting businesses, repeat purchase behavior. These behavior and customer satisfaction are positively correlated. When the low customer satisfaction will bring some negative influence to the hotel, such as the loss of customers and negative word of mouth and other adverse effects.
Therefore, reduce service error influence to the hotel and to enhance customer satisfaction, combined with the recommendations presented the results of the questionnaire are: 1. Before the service failure preventive strategy: such as strengthening the training, and constantly improve the professional quality of employees; strengthen the management, guarantee the quality of the hotel product; adhere to the combination of standardized service and personalized service. 2. After the service failure remedial strategy: such as face service failure and quickly implement remedial measures; remedial measures for implementing high level, to enhance customer satisfaction; draw lessons to improve the work of the hotel .
Key words: service failure;customer response;management suggestions
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