摘要：酒店是时代发展的产物，在现今信息化与全球化的社会里占领着不可或缺的地位，为各类旅行者提供便捷、舒适的服务。多种因素影响酒店形象塑造，包括酒店的各种设施、酒店的产品、酒店提供的服务以及酒店的周边环境等。而这些因素都会左右着客人对酒店的认知，也就是酒店在顾客心中的地位、形象，所以，要如何提高顾客评价，减少顾客投诉显得尤为重要。本文主要讨论酒店投诉产生的原因、种类，研究顾客投诉的处理与酒店形象的树立之间的关系，并结合翡翠皇冠假日酒店的实际案例提出处理顾客投诉等相关问题，以利于酒店形象的塑造。

关键词: 酒店，服务，投诉， 翡翠皇冠假日酒店

Abstract：The hotel is a product of the times. In today’s information society and globalization, the hotels occupies an indispensable position, for all types of travelers to provide convenient, comfortable service. With the need of the social development, hotel industry between the more fierce competition, and it lead to oversupply, source directly affect the number of hotel profitability as well. So if the hotel want to play resource advantage of whole hotel, they should pay more attention to the image of the establishment. Besides, the hotel building of good image is reflected by the customer evaluation. So how to enhance the customer evaluation, reduce customer complaints is very important. This paper focuses on the analysis of customer complaint processing and hotel image of the set and the relationship between importance.

Key Words：Hotel, service, complaints, jade Crowne Plaza Hotel

　　　顾客投诉并不完全是一件坏事，酒店应该意识到，投诉是很必然的问题。投诉提出后，酒店应该做出正确的处理方法。对酒店的每一个小投诉都不能忽视，它很可能为酒店带来意想不到的影响。因此，如何恰当快速地处理顾客的投诉时赢得顾客的关键之举，酒店要努力处理好这些问题，才能成功树立良好的酒店形象，为酒店创造更大的利益。