Customer Attributed To High-star Hotel Service Failure And Service Recovery

In recent years, there is obvious development in Chinese hotel industry. However, compared with the development of quantity and hardware, our software is undeveloped. The amount of consumers' complaints keeps increasing in these years, that is, the improvement speed of service quality in Chinese hotel industry can not fulfill the needs of consumers. Inevitable service failure and recovery have become important phases impacting the development of our hotel industry. At the same time, foreign customers keep entering our country, which is also a new challenge for us.This research, based on former researches, focuses on the in-depth analysis of attribution theory by expanding the theory into the whole process, and introduces cultural differences by the comparison analysis between Chinese and U.S. customers. The purpose is insighting their commonness and individuality, and guiding the managing practices.By combing piles of articles, interviewing experts and investigating with questionnaires, and using descriptive statistics, ANOVA analysis, T test, correlationg analysis, regression analysis and so on, this research came to some conclusions as follows,(1) The types of service failures significantly influence customers' first attribution result, which means, hotel firms should construct a integrated and healthy service failure judgement system, to judge the type and ponderance of service failures.(2) Effective service recovery can adjust the first attribution results to the second results, and then influence customers' re-purchase intention. The recovery needs to be proper, or it will cause double deviation. Besides, physical recovery needs to be combined with mental recovery.(3) Attribution results significantly influence customers' re-purchase intention. And their correlation is negative.(4) Customers from different countries have different attribution results. At the same time, national culture will affect customers' re-purchase intention. Chinese and US customers have different focuses on attributing. So, the service recovery activities adopted by hotel firms should be different according to different countries.