| Summary: | 碩士 === 中國文化大學 === 國際貿易學系碩士班 === 92 === Previous research has shown that a well-designed service guarantee could reduce both customers’ perceived risk and perceived likelihood of service failure. In addition, it facilitates faster decision making with respect to purchasing, and also improves prod-ucts’ word-of-mouth reputation. The service guarantee could lead a customer to placing a higher value on the service, as well as strengthening his loyalty to the brand. Moreover, for the business, the service guarantee forces it to understand and improve its service delivery process and importantly to design a customer-oriented service. In the first in-stance and location of service failure happening, the service guarantee should ensure that staff be equipped to provide service recovery The experience, if successful, could enhance management’s performance in running the business.
Previous studies focused primarily on the service guarantee from the customer’s point of view, while little attention focused on the business’ perspective. Therefore, our research attempts to establish the motivations and preferences for businesses in design-ing a service guarantee, and to compare the viewpoint of business versus the customer.
Given the relative scarcity of research on the business’ viewpoint regarding the service guarantee, we conducted several in-depth interviews to investigate the travel agencies’ attitude towards the service guarantee, including their preferred type and con-tent. Besides, we analyzed the interview records through the content analysis method.
The result of result is as following: 1.Because of characteristics of tourism, it makes service guarantee executed difficultly. 2. Before guarantee provision, business should provide employee disciplining to make employee understand what customer really wanted. And as failure occurred, employee could recover it correctly and imme-diately. 3. For businesses, guarantee would urge business to form definite system and employee management. Furthermore, it could promote corporate image and enlarge market share. 4. For customers, guarantee could increase customers’ perceived quality and enhance customers’ purchase intention.
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