The Influence Of Service Guarantees On Customer Purchase Intention Of Economy Hotels

Service guarantees not only can effectively reduce the customer's perceived risk, inspire enthusiasm for their complaints, but also prompt companies to focus on customer needs and quality control; it's one important means of service corporate marketing. As the rapid development of China's tourism industry, business activities have become increasingly frequent. To meet the tourists and business people's demand, the economy hotels is also growing to become an increasingly important component of the hotel industry. In some area, according to the rapid expansion, the economy hotels are in a state of oversupply and intense competition. While many domestic hotels have launched their own service guarantees, but how do design its own scientific and reasonable service guarantees according to their characteristics, strengthen brand building have not yet attracted the attention of domestic hotels.This paper analyses the impact of the service guarantee to customers quality perceived, risk perceived and value perceived form the conditional, moderate, credible, compendious and convenient properties of service guarantees, tries to explore the effect of service guarantee to customers purchase intention. This study built a structural equation modeling of the five characteristics of service guarantees as external clue, quality perceived, perceived risk and perceived value as the intermediary, purchase intention for the results. On this basis, use economy hotels as empirical background, the domestic consumer as survey, carried out the empirical investigation of the mechanism of service guarantee to consumer psychological effect.Basically, the results of this research validated the concept and related assumptions, these research main findings were as follows: Firstly, the conditional, compendious and convenient properties of service guarantee are major factors to affect purchase intention; Secondly, in the face of the service guarantee, customers don't make judgments of quality perceived separately, but rather a direct comparison of their perceived loss and profits, and make value judgments, as a basis for purchasing decisions; Thirdly, perceived risks are not the antecedent factor of perceived value, but a direct impact on customers purchase intention.Based on the above conclusions, this paper offer some recommendations for the economy hotel to design their service guarantees, including: Firstly, fully integrated internal and external resources to exert the service guarantees; Secondly, rationally design service guarantees to reduce customer perceived risk; Thirdly, exhume the potential of service guarantees to improve customer perceived value; Fourthly, attention to the actual needs of customers, encouraging customer self-involvement; Fifthly, emphasis on Authorization and training for frontline staff to improve customer satisfaction.