Study On Hotel Service Recovery System Based On Customer Loyalty

With the rapid development of hotel industry, hotel software construction has lagged far behind of the hardware infrastructure and the unsatisfactory problems appear in service quality and management. Hotel products have the feature such as invisibility, heterogeneity, non storage, the synchronism of production with consumption and subjectivity of service quality evaluation. So service failure happens even in the most excellent hotel. The theory of service recovery has become one of the most important issues discussed recently. It is important that setting up an effective service recovery system. It is good for improving customer satisfaction and customer loyalty. It also can help establishing closely relationship with customer and preventing customer defection.The paper firstly set up a hotel customer loyalty drive model after summarizing previous driver models and discusses the impact of service recovery on every influence factors of customer loyalty. It analyses the problems exist in former service recovery system. At last, the thesis set up a hotel service recovery system based on customer loyalty in case that it can help improve the existing hotel service recovery system theory and give some advice on hotel service management.Firstly, the thesis analyses the background, the orientation and the significance of present studies. Then it introduces the literature related to this topic at home and abroad, and its key focus is revealed. Based on the analytical and comprehensive studies, its orientation and the purpose are put forward, and the major content of study is formed.Secondly, correlated conception and theories of service recovery are introduced. Correlated conceptions include signification, dimensionality and expectation of service recovery and signification, mode and customer relationship structure of hotel service recovery. Correlated theories include equity theory, attribution theory and service profit chain theory.Thirdly, the thesis analyses mechanism of service recovery impacting on customer loyalty in hotel. Based on summarizing previous driver models, a new hotel customer loyalty drive model is given in paper. It discusses the impact of service recovery on every influence factors of hotel customer loyalty. Some conclusions that help to set up the hotel service recovery system based on customer loyalty are given.Fourthly, every part of traditional hotel service recovery system and existing problem in system are analyzed in paper. Traditional hotel service recovery system includes service failure warning system, service recovery implementation system and service improvement system. There are many problems such as one-sided understanding of service recovery, ignoring internal service recovery and service recovery performance management in traditional system.Lastly, the hotel service recovery system model based on customer loyalty is given in the paper. It contains three levels and five parts. The first is supporting level including hotel service guarantee system. The operation level includes hotel service recovery preventive defence and respondence system, implementing system, evaluation system and feedback system. The target level is customer loyalty.