Complaints management and its impact on increasing demand for tourism services (A case study in the Iraqi tourism sector (Grand Millennium Hotel 5 stars))

Abstract

This study aimed to analyze the impact of complaints management on enhancing demand for tourism services. This research examines the relationship between complaint types (named, anonymous, and via social media) and the level of demand for hotel services. It also examines the role of complaints management effectiveness in influencing tourism demand and determines the level of attention paid by the Grand Millennium Hotel's management to complaint handling mechanisms.

The study adopted a descriptive analytical approach, and data collection relied on a combination of modern secondary sources, in addition to a questionnaire administered to a sample of 115 employees. 105 valid questionnaires were returned for analysis after excluding five incomplete questionnaires.

The results showed that the hotel treats anonymous complaints with the same importance as traditional complaints (mean = 3.49, standard deviation = 0.644, sig = 0.000), reflecting the management's commitment to fairness and transparency and enhancing customer confidence in reporting violations. The results also showed that the use of social media (Facebook, WhatsApp, Instagram) contributes to improving the speed and accuracy of complaint processing (means ranging from 3.10–3.75, standard deviation < 1, Sig = 0.000), making digital channels a key tool for increasing customer satisfaction. The results also showed that all items related to complaint management were strongly statistically significant (Sig = 0.000), which confirms the validity of the research hypotheses and highlights complaint management as a strategic mechanism for improving service quality, enhancing customer satisfaction, preventing recurrence of errors, and supporting a sustainable competitive advantage for the hotel