The important suggestion point that can be presented through the actual proof analysis of this study is customers move to another hotel when they are dissatisfied with a hotel service by any reason.
This study extracted the preceding factors to generate customer dissatisfaction from the existing study, confirmed and executed relation with customer dissatisfaction through actual proof analysis.
In the degree to affect customer dissatisfaction, a service encounter failure stands first, then comes charm of an alternative, a price and an inconvenience of facilities in that order.
Consequently, it was confirmed again the importance of a service encounter on customers in service industry. Also, It was appeared that customer dissatisfaction has an influence on customer's brand switching behavior intention and in spite of switching cost, customers seek for another brand.