Fonte: Journal of Tourism & Development; v. 2, n. 17/18 (2012); 821-835
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Resumo: Companies that provide services in general and particularly those which provide hotel services should focus their attention in a quality service and guide its strategic vectors to a satisfied costumer, in a way to assure and maintain a loyal and profitable costumers’ portfolio. However, due to its peculiar characteristics that distinguish from other services, hotel services errors are inherent events, constituting a continuum concern in rectifying those mistakes / complaints.The goal of this article is to expose theoretically, which organizational factors a hotel industry must take in consideration, in order to respond to the customer’s complaints, as well as, the impact that these factors have on the satisfaction, repatronage intentions, word-of-mouth and customer’s future complaint intentions. More precisely, some constructs were taken in account, such as: Guest Focus and Commitment; Prejudgments Towards Guest Complaints; Understanding the Importance of Complaints Management; Organizational Structure, System, Policy, and Procedures of Complaint Management; Heeling the Complaints; Human Resource, and was mentioned what was the possible contribute to the formulation of the responses given by the companies to the complaining customers. Furthermore, it was described how the organizational responses to the complaints may lead to Customer Satisfaction, as well as, which are the behavioural consequences (repatronage intentions, word-of-mouth and future complaint intentions) resulting from satisfaction, after a service failure and recovery.
