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Identification of Guest Complaint Behavior in the Reservation Department of Luxury Hotels: A Qualitative Approach

Moon HeeWon 1 Han Hee-Sup 1

1세종대학교

Excellent Accredited

ABSTRACT

Competition in the hotel industry is increasingly more intense, leading to customers making more and more unreasonable demands and complaints. Analysis of customer complaint behavior can provide a differentiation strategy for the overheated market by maximizing customer satisfaction and minimizing the number of complaints, This study utilized semi-structured, open-ended questions in interviews with 36 reservation department employees. Via positive analysis, four primary themes emerged: room cost, employees, customer demands, and other. Based on the findings, several suggestions are made to reduce customer complaints including standardized rate parity, consolidated management, better service, more up-to-date websites, and improved internal tasks.

Citation status

* References for papers published after 2022 are currently being built.