Should a lower-price service offer a full-satisfaction guarantee?

摘要: Although service guarantees have enjoyed wide popularity as marketing tools and brought impressive results for firms, it is still not clear whether different types of similar effects on consumers' pre-purchase evaluations differently priced services. To answer this question, several hypotheses were formulated then tested with a 2 × 3 between-subjects factorial design consisting two price levels (low high) three (none, attribute-specific, full-satisfaction) in the context hotel industry Taiwan. The indicated that beneficial higher-price to employ full-satisfaction guarantee, due higher expected quality willingness buy, lower perceived performance risk. In contrast, lower-price services, an attribute-specific guarantee recommended because financial impli...