Gender Perspective Hotel 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 cannot fulfill the needs of consumers. Inevitable service failure and recovery have become important phases impacting the development of our hotel industry.However,there may be same differences in the awareness of the severity of service failure, the response and effectiveness evaluation of the service recovery process for customers of different genders. Therefore, it is very necessary to have some researches on the hotel service recovery in gender perspective. After understanding the differences in the severity cognitive of service failure and the demand for service recovery of customers of different genders, the hotel can provide personalized service recovery to meet the needs of customers of different genders, and then to increase their satisfaction and subsequent behavioral intention of them.In this paper, we combine two research method----theoretical and empirical. After reviewing and summarizing the previous studies in the field of service recovery, we have built a conceptual model and proposed 25 hypotheses. Then we surveyed 727 travelers who have the similar experience in hotel using the method of scenario simulations. By the Mean t test analysis and Pearson correlation analysis, we found the following conclusions. There aren't significant differences in the severity awareness of different types of service failure for men and women. But in some specific items of the service failure, they have some differences. In the service recovery measures, customer attention is the most critical factor influencing the follow-up behavioral intentions of men and women. Besides customer attention, women also attaches great importance to that whether the hotel adopts the recommendations of them after the service failure. As for tangible compensation, gender differences were not very significant. In addition, the correlation among the satisfaction, repurchase intention and word of mouth of female customers is greater than male customers. Based on these findings, we have proposed a number of specific strategies and some future research directions.