【作者】 陶蕾；

【导师】 叶红；

【作者基本信息】 西南财经大学 ， 工商管理， 2011， 硕士

【摘要】 近些年来,伴随着人们生活水平的不断提高,特别是国家关于新的假日休息规定的颁发。使得作为旅游业支柱之一的酒店业在巨大的旅游需求拉动下得到了迅速发展。目前,中国本土酒店和国际知名饭店品牌相比较,在各种酒店类别以及细分市场上,硬件设施已不相伯仲。然而相对于无形的软件,譬如品牌声誉,服务水准上中国本土酒店却很难和国际知名饭店相比较。软,硬件相比较而言,品牌声誉,服务水准是难以复制同时也是竞争中的核心竞争力的体现。由于服务提供的不确定性决定了服务的零缺陷无法实现,服务失败将不可避免。随着对顾客投诉重要性认识的不断加强,越来越多的酒店管理者认识到留住一个老顾客比争取一个新顾客成本更低,收益更大。顾客的满意度和酒店的利润率有着密切的联系。顾客投诉不仅仅意味着酒店对顾客的某些需求未能得到满足,同样也是顾客对酒店管理的基本反应,是对基层服务工作质量和效果评价。笔者在LC酒店工作6年,期间历经酒店2次小型改造和1次全面停业装修,酒店的硬件设施在不断的加强和完善,管理队伍也在不断提升,然而顾客的投诉率却不减反增。一方面表明现在的顾客更善于发现问题,乐于提出问题；同时,另一方面也反映出酒店管理的空当以及对顾客潜在需求把握的盲点。笔者认为投诉对酒店的影响以及酒店对投诉的处理应该辅以专门的顾客投诉管理体系,目的之一,为了使酒店能更加规范、有效、及时的处理顾客投诉。目的之二,有效减少酒店不良口碑并阻止部分顾客流失。目的之三,对投诉的信息不断的加以分析利用,有利于有效把握顾客的潜在需求,提高竞争力。为了解决LC酒店在顾客投诉管理中出现的问题,本文结合投诉和投诉管理的理论和方法,对LC酒店的顾客投诉管理的现状和问题进行了研究,分析了LC酒店顾客投诉管理问题的成因,并针对性的提出了顾客投诉管理的对策。首先从LC酒店的组织结构和服务质量管理现状入手具体分析了酒店现在关于投诉管理的现状,并结合LC酒店对投诉处理的原则,酒店顾客投诉集中表现方面,顾客投诉方式及投诉处理流程分析得出了LC酒店投诉管理的关键之处在于：LC酒店对于顾客投诉缺乏有效的投诉处理程序,对顾客投诉没有进行有效合理的利用和管理。然后结合LC酒店投诉管理的现状分析了顾客投诉管理问题的成因主要集中在酒店服务总体服务意识薄弱,管理水平偏低,员工素质及培训有待加强。进而引入了顾客投诉管理的对策：主要包括了引导顾客向酒店投诉；加强员工队伍建设和稳定；做好酒店总体培训体系；加强酒店的管理；并提出了建立酒店顾客投诉管理体系的内容和分析利用好投诉资源做好流程再造。本文希望通过研究能够促使酒店将投诉转化为资源,把握预警,加强现有管理。最终达到提高酒店竞争力,酒店实现良好业绩的目标。更多还原

【Abstract】 With the development of the society and the improvement of people’s living standard, hospitality industry gains its moment as one of the core sectors of tourism. Compared with its international counterparts, domestic hotels are improving in the competitiveness of the hardware. However, there is still a large gap between the software aspects, such as brand reputation, service standards. On the other hand, software which gets demonstrated through brand reputation and service standards is not replicable as the core of competitiveness. Uncertainty in providing services leads to service faults and failures are inevitable. As the whole industry is treating consumers’sues more and more seriously, more and more service providers realized the potential profit gap between retaining an old costumer rather than finding a new one. There is a positive correlation between the satisfaction rate and the profit margin. Guests’complaints not only mean the faults in service, but also can be regarded as the valuation of a hotel.The author has been working in LC hotel for6years during which the hotel upgraded three times and meanwhile the management team is also optimizing. Along with this appears not drop but increases in the cases of customers’ complaints. The result partly shows the willingness and keenness in detecting problems and raising them. At the same time, it also reflects the blind spot of providing services. The author proposes there to be a special sector and scientific managing system dealing with the complaints from the costumers. The reasons are as follows:to settle the complaints more timely, effectively; to avoid costumer drain more effectively; to protect the brand reputation; to improve the competitiveness through the specific analysis of the feedbacks drawn from complaints; to enhance precautionary work. In order to solve customer complaints on LC hotel management, with the complaints and complaint management theory and methods, this paper conducted a study to analyze the LC hotel management causes of customer complaints, and to focus on the customer complaint management solutions. First, the organizational structure of the hotel and service quality management status is studied to start a detailed analysis of the hotel management on the complaints. Combined with the principle of the hotel for complaint handling, the focus point of the customer complaints and the handling process of the customer complaint, we obtained the key on LC hotel complaints management lies in:LC hotel lacks the effective procedures for handling customer complaints and the effective and rational usage and management of the customer complaints. From the status of LC hotel customer complaints management, we found the problem lies in that the hotel overall service awareness is weak, the management method is poor and staff quality and training needs to be strengthened. Thus the customer complaints management measures is introduced. Including:guide customers to express the complaints on hotels; enhance staff development and stability; improve the hotel overall training system; strengthen the management of the hotel; and proposed the way of the establishment of hotel customer complaints and the reengineering of the complaints management process from the existed customer complaint.This paper aims to study the complaint handling, to take warning and to strengthen the existing management. Ultimately improve the competitiveness of the hotel, fulfill the hotel’s target to achieve good performance.更多还原