Abstract

This paper extracts 18 staff service sabotage behavior in hotels and classifies them into five categories: “negative service attitudes”, “provide wrong service content and information”, “deliberate sabotage behavior”, “delay or not provide service” and “hidden rules”. Next, discuss their negative impact on consumer willingness to pay by separately analyzing roles of genders, ages and educational backgrounds. Results show that (1) Male consumers have higher willing to pay than female consumers and pay more attention on service efficiency. (2) The consumer willingness to pay is negative related with ages and consumers who aged between 25 and 50 focus more in service attitudes. (3) High educational background means low willingness to pay. Interestingly, consumers who educated most rank “hidden rules” as the first, while others rank it as the last.

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