The Effects of Service Guarantee and Compensation Level on Consumers’ Purchase and Guarantee Invoking Intention-Moderating Effect of Bond Credibility

• Main Authors: Tzu-Yin Wang, 王慈吟
• Other Authors: Fan-Yun Pai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/39767698802054044177

碩士 === 國立彰化師範大學 === 行銷與流通管理研究所 === 99 === The characteristics of service, such as intangibility and heterogeneity, make the customers difficult to evaluate service and therefore increase uncertainty and risk. It is challenge for enterprises to signal a message to reduce customers’ perceived risk with service guarantee and increase purchasing intention. This study addresses two types of service guarantees with high and low levels of compensation and uses bond credibility as a moderator to investigate the interaction of service guarantee types and the moderator and that of various compensation levels and the moderator. An experiment procedure is employed and 8 scenarios in hotel service are used. There are 2 different service guarantees (unconditional/specific), 2 different compensation levels (high/low), and 2 different bond credibility (high/low). The data from 134 valid samples, the effective rate was 74.4%, are collected by convenient sampling method. The results of ANOVA test show that specific guarantee, compared to the unconditional guarantee, reduces consumers perceived performance risk, financial risk but increases customer invoking intention. In addition, compared to low compensation level, a service guarantee with high compensation level also can lower perceived performance risk and increase customer invoking intention. With respect to bond credibility, it does have interaction effect with guarantee type and compensation level to significantly influence perceived performance risk. It closes the financial risk, performance risk and invoking intention gaps under unconditional and specific service guarantee and under high and low compensation level.