| Summary: | 碩士 === 亞洲大學 === 休閒與遊憩管理學系碩士班 === 101 === According to the 2013 statistics data of Tourism Bureau of the Ministry of Tourism, the number of visitors to Taiwan increase from 3.52 million to 6.08 million during five years, a full growth of 42%, which means that more and more visitors come to Taiwan in recent years. Therefore, the number of the construction of the hotel increase, combining with many foreign brands in order to satisfy the big size of visitor.
With the rising of economic level and living standards, customer tend to be more picky when it comes to accommodation. Hence, selecting international tourist hotels as a resting place become one of the critical choice toward consumers choose one. Facing intensively competitive market, how to provide a good quality of service, and to establish a good reputation to retain customers are the main thing for hoteliers who want to increase competitiveness. In particular, international tourist hotels are service-based enterprises, and service failures would occur in every service contact easily.
In this study, secondary literature analysis and depth interviews are two main research methods. The case and analyze show that when customers complain no matter the size of the event, right or wrong, the hotel operators may apologize at the first time, and to understand the actual situation complain. In these complained cases, almost every hotel operators have taken the remedial measures to let customers continue their purchase intention and come back to consume. In other words, if the hotel industry keep a good and acceptable attitude to the customer at the first moment, even there happen consumer complain, customers are willing to spend again.
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