호텔고객의 불평행동처리가 호텔에 대한 신뢰와 재방문 그리고 추천의도에 미치는 영향

The Impact of Complaint Behavior Handling on the Confidence, Revisit and Recommendation Intention of Hotel Customer

Recently hotels put emphasis on maintaining existing customers as well as attracting new customers. Accordingly, it is a very important task for hotel executives and managers how to manage customers who revealed complaining behaviors. The study aims to analyze the relationships among the customer’s recognition on complaint handling, customer’s confidence level in hotel, willingness to revisit the hotel and intention to recommend it. The results indicated that the customer’s recognition on complaint handling was positively correlated to the customer’s confidence level in hotel. And the customer’s confidence level was also positively correlated to the willingness to revisit and intention to recommend the hotel. Finally implications for executives and managers of hotels are discussed.