Research on the effect of service guarantee on customer satisfaction

As a method to effectively improve the customerspsila satisfaction, service guarantee should be applied in more and more service companies. This study is focus on the effect of service guarantee on the customer satisfaction, the investigation of the relationship among service guarantee, customer expectation, perceived risk and perceived value. Four attributes of service guarantee such as restrictiveness, appropriateness, confidence and convenience are arranged as the customer expectation, perceived risk and perceived value are presented as the mediating variables. Based on the background of domestic catering industry, this study has investigated the effects of service guarantee on customer satisfaction. The results show that a successful service guarantee should be less restrictive in conditions, reliable and concise in contents, appropriate in promise. Finally, we bring forward some suggestions for company marketing.