Empirical Research On The Effect Of Service Guarantees On Consumers' Complaints Of Star-rated Hotels

Service guarantee, as an effective management tool of service quality and marketing, have great value in the practice of hospitality industry. It can upgrade customer satisfaction and stimulates the consumers'enthusiasm for complaints.Based on the chinese economic and cultural background, this thesis discusses the effect of service guarantees on the customers'complaint expectations, complaint perceived risk and direct complaints through studying a certain number of star-rated hotel consumers. It constructs a structural equation model, which takes the five properties of service guarantee (conditional, moderate, credible, compendious and convenient) as independent variables, the customers'complaint expectations and complaint perceived risk as mediating variables, the customers'complaints as dependent variables.Using SPSS 17.0 and AMOS 17.0 this thesis analyzes the sample data, fixed the model and make variance analysis among different demographic characteristics and star rates, finally draws the following conclusions:Firstly, there are five factors in service guarantee, which are conditional, moderate, credible, compendious and convenient properties.Secondly, the five properties of service guarantee, can effect the complaint expectations, complaint perceived risk and consumer complaints. Moderate, credible, compendious properties have significant positive impact on consumer complaints. Conditional properties have significant positive impact on complaint perceived risk, while the moderate, credible and convenient properties have significant positive impact on complaint perceived risk. The moderate and credible properties have significant positive on consumer complaints.Thirdly through testing the role of the intermediary, the complaint expectations have complete intermediary effect on compendious properties. The complaint perceived risk have complete intermediary effect on conditional and convenient properties. However, the complaint expectations and complaint perceived risk only have partial intermediary effect on moderate and credible. Fourth, People have significant difference on the perceptions of service guarantee, complaint expectations,complaint perceived risk and customers' complaints among different levels of star rates, gender, monthly income and education.