Research On The Effect Of Service Guarantee On Customer Satisfaction Based On The Catering Industry

As the service economy grows rapidly, the service industry had been played a more and more important role in the economic development. Our country's service industry has an immense space and a great potential for the development. However, the specificity of the service brought the discourager for the service industry's improvement. Being a method which can improve the customers' satisfaction effectively, service guarantee should be applied in more service companies.Based on the reviewing the research of service guarantee and customer satisfaction around the world, this thesis will explore the effect of service guarantee on the customer satisfaction, through the investigation of the influence of service guarantee on customer perceived, perceived risk and perceived value. This thesis construct a structural equation modeling .In this model, four attributes of service guarantees such as restrictiveness, appropriateness, confidence and convenience are exogenous variable, the perceived value, perceived risk and customers perceived are presented as the mediating variables, and customer satisfaction is finally autochthonous variable. Finally, against the background of catering industry, this study will investigate the effects of service guarantees on customer satisfaction.The results show that: a successful service guarantee should make a significant effect on the customer satisfaction; a reputable firm's service guarantee applying can help the customer form a reasonable perceived if this guarantee has moderate promise, explicit content and easy to apply; a guarantee which has little limitation, moderate promise, explicit content and easy to apply can reduce the customer's perceived risk; the customer perceived, perceived risk and the guarantee's confidence can influence on the customer perceived value; and a reasonable customer perceived, the reduction of the perceived risk and the increment of the perceived value can add the degree of customer satisfaction.On the basis of the results, this thesis give some advices for service company as follow: the manager should make use of the service guarantee; only dissimilatory service guarantee can promote the service companies competitiveness; a good reputation is vital for applying the service guarantee; and the service firm should encourage the customer's participation. At the end of the study, we sum up some limitations of the research and point out the research conclusion of the future.