African Journal of Hospitality, Tourism and Leisure (Feb 2019)
The Evaluation of Complaint Handling Processes in Five Star Hotels and its Reflection on Customers' Satisfaction.
Abstract
A study was conducted on the “evaluation of customers’ complaints handling and its reflection on customer’s satisfaction in five star hotels. The study targeted the category of managers and administrative people of different positions related to the handling of customers’ complaints. The main objective of the study was to know the extent of applying the mechanism of customers’ complaints handling in these hotels, and the reflection of this on the satisfaction of their customers and the creation of confidence in them, which eventually brings about loyalty to those hotels. In addition, the study seeks to identify the most important procedures used in these hotels to resolve these complaints. To achieve this, a random sample comprising 200 managers and administrative people of concern regarding customers’ complaints in hotels were selected. However, only 153 valid for analysis questionnaires were recovered, that is 76.5% of the total number of the questionnaires distributed. The results showed that the process of handling complaints in these hotels affects customers’ satisfaction. All independent variables explained the variation occurring in the dependent variable, where all these dimensions showed the impact on customers' satisfaction, some of which had a direct impact and some had an indirect impact. Based on the above-mentioned facts and the results of the study, the researchers recommend that it is necessary for five star hotels to focus on complaints handling processes. Furthermore, the process should be evaluated effectively, and a clear plans and mechanisms of action should be developed because of their effective role in the creation of customers’ satisfaction and loyalty in hotels. The results also showed a significant shortage in the procedures, regulations and instructions in these hotels. Weakness in the management system, and lack of interest of these hotels to address complaints in a radical way to ensure that they will not be repeated later with other customers is essential. Hence, the effective role of the customers’ complaints handling process is clear in influencing their satisfaction and creating desired loyalty towards the five star hotels in Jordan.
