摘要：对于饭店来说，达到顾客满意是他们需要保证的，他们需要收集来自顾客的反馈，即客人的投诉。投诉现象在饭店行业中是不可能全部避免的，饭店在服务中达不到顾客要求甚至出现差错的情况在所难免。任何好的饭店的一个重要目标就是实现高水平的顾客满意度。然而，没有一直完美的服务，服务的不完美是一定会发生的，从而导致顾客的不满意。对于饭店管理以确定出现不满意的服务并给予改正是必须的，并要保证收到来自顾客的反馈。没有投诉就没有改正。而饭店形象对于吸引消费者在需求产生时做出选择是最主要因素，长期优良形象的积累有助于打造和成就饭店品牌，创造更高利润。现对饭店客人投诉与其对饭店品牌树立的影响进行分析，并针对昆仑饭店的客人投诉提出具体分析与处理建议。变被动投诉为主动建设，化消极处理为积极出击，首先对昆仑饭店的现经营规模，运营模式，投诉状况，解决方式进行调查了解；其次根据客人投诉与满意度和饭店品牌树立的理论知识，已有的成功的案例经验，失败的投诉处理教训，结合昆仑饭店的具体情况，提供可靠有效的建议帮助饭店合理高效的处理饭店客人投诉事件并树立其优质的品牌形象。

关键词：饭店；客人投诉；顾客满意度；品牌树立

ABSTRACT：For restaurants to be assured that they are achieving customer satisfaction, they need to receive feedback from their customers. One way customers give feedback is by complaining.One important objective of any good restaurant is achieving a high level of customer satisfaction. However, no service is perfect all the time, and service failures will occur and then resulting in customer dissatisfaction. It is necessary for hotel management to identify areas of unsatisfactory service and get correct, and to ensure the feedback which received from customers. No complaints ,no correction. The most important factor is the hotel brands. It is helpful for customers to make a choice. Because long-term excellence brand help customers build a good image of the accumulation and achievements , and help hotel create higher profits. Now we will analysis guests complaint of the hotel and its branding impact, and put forward specific proposals for the guests processing of complaints of Hotel Kunlun. Change the complaints from passive to active construction, turning negative into positive way, first of all, is to know the current scale of operation Kunlun Hotel, operation mode, complaints, and solve way; followed by complaints and satisfaction of the guests and hotel brands to establish a theory of knowledge, from the existing experience of successful cases, the failure of complaint handling lessons, combined with the specific circumstances of the Kunlun Hotel, providing reliable and effective suggestions to help hotel guests hotel rational and efficient handling complaints and establish its premium brand image.

Keywords: restaurant; consumer complaints; consumer satisfied; brand

论文主要研究内容即对饭店客人投诉与其对饭店品牌树立的影响进行分析，并针对昆仑饭店的客人投诉提出具体分析与处理建议。变被动投诉为主动建设，化消极处理为积极出击，首先对昆仑饭店的现经营规模，运营模式，投诉状况，解决方式进行调查了解；其次根据客人投诉与满意度和饭店品牌树立的理论知识，已有的成功的案例经验，失败的投诉处理教训，结合昆仑饭店的具体情况，提供可靠有效的建议帮助饭店合理高效的处理饭店客人投诉事件并树立其优质的品牌形象。

本文主要研究方法通过对饭店进行SWOT分析法，即是在20世纪由美国旧金山大学的一位教授提出的一种综合评价方法，它是一种分析企业内外条件的方法；在进行SWOT分析时，需理清企业内部的优势和劣势，以及外部的机会和威胁；其中战略内部因素：S代表 strength（优势），W代表weakness（弱势）；外部因素（“可能做的”）：O代表opportunity （机会），T代表threat（威胁）。对饭店进行综合性、全面性的测评，了解饭店的内部环境及外部环境的各种关键要素，从而为饭店制定更加合适的发展策略；其次对饭店客人的投诉进行整理分析，通过了解顾客对于饭店忠诚度与满意度的评价，和双因素分析，慎重审核饭店内的各项服务与产品与设施，确立饭店的品牌目标，实现饭店的进一步战略目标。