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November 27, 2014

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Gordon McDougall

Designing the service guarantee: unconditional or specific? (ABSTRACT)


McDougall, G., Levesque, T., & VanderPlaat, P.

published: 1998 | Research publication | Refereed Journals - Marketing

McDougall, G., Levesque, T., & VanderPlaat, P. (1998). " Designing the service guarantee: unconditional or specific?". Journal of Services Marketing, 12 (4), 278.



ABSTRACT: When designing a guarantee, service firms have a choice - the unconditional that guarantees customer satisfaction or the specific, which guarantees a major aspect of the service such as on-time delivery. This investigation examined consumer reactions to unconditional versus specific service guarantees in terms of risk reduction, preference and trust in the service provider.

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revised Jan 7/05

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