Designing the service guarantee: unconditional or specific? (ABSTRACT)
Levesque, T., McDougall, G., & VanderPlaat, P.
published: 1998 | Research publication | Refereed Journals - Marketing
Levesque, T., McDougall, G., & VanderPlaat, P. (1998). "Designing the service guarantee: unconditional or specific?". Journal of Services Marketing, 12 (4), 25-49.
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 19/05
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