Handling Customer Complaints in the Hospitality Industry

Handling Customer Complaints in the Hospitality Industry

Rosalynn Dinnen (Napier University - Craiglockhart Campus, UK) and Ahmed Hassanien (Napier University - Craiglockhart Campus, UK)
DOI: 10.4018/jcrmm.2011010105
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Abstract

Drawing on associated literature and empirical research, this paper examines the engagement and expertise of hotels in handling customer complaints. This is of considerable interest to practitioners and academics within the field of hospitality management. The study explores hotel management’s attitudes and practices toward handling customer complaints within the hospitality industry in Scotland. In this paper, the authors analyze case study interviews with four and five star hotel managers in Scotland. The findings reveal that encouraging customer complaints and feedback should be seen as a way in which to develop a better relationship with and retain customers. The results also confirm the importance of having employee training in the area of customer complaints, recommending that employees handle complaints themselves. Furthermore, the study suggests that hotels must be well equipped for logging, processing and analyzing complaints. Management implications and areas for further research are also discussed.
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Literature Review

This section aims to introduce and analyse previous research published on customer complaints and the key topics that are connected to this area. The focus will be placed on representing and evaluating research gathered on the six main themes concerned with customer complaints in the hotel sector which can be seen from the conceptual framework detailed in Figure 1.

Figure 1.

Conceptual framework

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