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t the ratio of utility they get and what they invest is the same as the ratio of product provider, they will feel fair and satisfied. The higher degree of equity there is, the higher customer satisfaction there will be; on the contrary, the degree of equity will be lower, and customers are more dissatisfied (Lee & Heo, 2009, pp. 636).

3.3 Attribution theory
Ren et al. observed that if customer perception towards a product or service is below their expectation, customers are always trying to determine the cause (2016, pp.19). The reason determined has a significant impact on their satisfaction. If customers attribute to a product or service itself, then their satisfaction will be greatly reduced, if customers attributed to accidental factors or customers themselves, the possibilities of their dissatisfaction will be greatly reduced (Su, 2004, pp.403).

3.4 Emotion theory
Westbrook and Reilly suggested that customer satisfaction is affected by their own subjective feelings in the process of purchasing products and accepting services (1983, pp.258). If a consumer's subjective feelings are negative, his dissatisfaction with a product or service will be increased, on the contrary, customer satisfaction will be increased (Syaqirah & Faizurrahman, 2014, pp.385).

4.0 Factors affecting customer satisfaction and hotel countermeasures 影响顾客满意度的因素及酒店对策

Xu and Li asserted that hotel products and services are the main factors affecting customer satisfaction, including whether quality of products and services meets consumer demand, whether the price of products and services has been recognized by consumers, whether stability of products and the services can be consistent, and so on (2016, pp. 66). Based on expectation and perception gap, Syaqirah and Faizurrahmancommented that satisfaction comes from that customers’ perception is more than their expectation, therefore, advertisement of a hotel for its products and services should be true, and hotel's commitment to guests must be enforced, otherwise it will increase customer expectations and reduce customer experience, leading to customers’ dissatisfaction (2014, pp. 386). In terms of individual needs, Ren, Qiu, Wang and Lin claimed that in the current highly homogenized competition in hotel industry, how to provide target customers with valuable personalized products and services, as well as how to carry out good customer relationship management is an important way to improve a hotel’s customer satisfaction (2016, pp. 18).
Emotion theory suggests that consumers’ own emotional state is an important factor affecting consumer satisfaction, for a hotel, in addition to the factors of products and services, keeping a clean, bright and comfortable environment, professional, positive, friendly attitude can greatly ease the negative emotions of consumers towards the hotel to reduce decreased satisfaction arising from negative emotions of consumers (Subramanian, Gunasekaran & Gao, 2016, pp. 216).
From the perspective of attribution theory, Zhou, Ye, Pearce and Wu echoed that when consumers contribute failure in products and services to a hotel, their satisfaction will be greatly reduced, therefore, they point out that if there is an accident, the hotel should take timely remedial measures, through communication and interpretation to obtain consumers’ understanding (2014, pp.7).
Khan, Garg and Rahman su