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A service guarantee is a marketing tool service firms have increasingly been using to reduce consumer risk perceptions, signal quality, differentiate a service offering, and to institutionalize and professionalize their internal management of customer complaint and service recovery.〔Dwayne D. Gremler, “Twenty Years of Service Guarantee Research,” Journal of Service Research, 11, No. 4, 2009, 322–343.〕 By delivering service guarantees, companies entitle customers with one or more forms of compensation, namely easy-to-claim replacement, refund or credit, under the circumstances of service delivery failure. Conditions are often put on these compensations; however, some companies provide them unconditionally.〔Christopher Lovelock and Jochen Wirtz (2011), Services Marketing: People, Technology, Strategy. 7th ed., Upper Saddle River, New Jersey: Prentice Hall, 626 pp, ISBN 978-0-13-610721-7〕 ==Benefits of service guarantee== According to Christopher Hart,〔Christopher W. L. Hart, "The Power of Unconditional Service Guarantees," Harvard Business Review 66, July–August 1988, 54–62.〕 service guarantees provide the following powerful platforms for promoting and accomplish service quality: * By delivering service guarantees, firms are forced to focus on customers’ want and expectation in every aspect of the service. * Guarantees establish clear standards which create a common image of what the company stands for in both customers and employees’ mind. Managers are motivated to seriously concern service guarantees, because they emphasize the financial expenditure of quality failures. * With service guarantees, firms are required to build effective systems to generate meaningful customer feedback and develop corresponding courses of action. * Guarantees require service organizations to understand reasons of failure and motivate them to identify and manage potential fail points * Guarantees help customers to reduce risk in making purchase decisions and to reinforce their long-term loyalty. For customers, service guarantees play an important role in alleviating perceived risks of the purchase.〔L. A. Tucci and J. Talaga, “Service Guarantees and Consumers’ Evaluation of Services,” Journal of Services Marketing, 11, No. 1, 1997, 10–18; Amy Ostrom and Dawn Iacobucci, “The Effect of Guarantees on Consumers’ Evaluation of Services,” Journal of Services Marketing, 12, No. 5, 1998, 362–378.〕 The guarantees also facilitate more ease and more likelihood for customers to complain, since they expect the front-line staff to be ready with resolutions and appropriate compensations. From companies’ perspectives, according to the vice President of Hampton Inn, “Designing the guarantee made us understand what made guests satisfied, rather than what we thought made them satisfied.”〔Christopher Lovelock and Jochen Wirtz (2011), Services Marketing: People, Technology, Strategy. 7th ed., Upper Saddle River, New Jersey: Prentice Hall, 626 pp, ISBN 978-0-13-610721-7〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Service guarantee」の詳細全文を読む スポンサード リンク
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