The Effects Of Service Guarantee On Customers' Repurchase Intention And Word-of-mouth

With China's rapid development of National Economy service industry has a more and more important position in our industrial structure. The service was already inseparable with people's life. The customers will have the relatively higher perceived risk .when they purchase service products than traditional ones.As a kind of important extrinsic cue, the service guarantee has significant effect on customers' purchase of service product. The past research mostly concentrated in the effects of the service guarantee on the customers' decision before purchasing. However, the customers' behavioral intention after purchase including the variables like repurchase intention and "Word-of-Mouth" were rarely involved in research. Meanwhile,the service guarantee is orientated to the service failure and service recovery. It is a special kind of tool for recovery. Based on this theoretical background and research status,this paper adopts the method of scenario simulation experiment and study on the differences of customers' repurchase intention and "Word-of-Mouth" between the company which carries out the Multi-Attribute Moderate Guarantee and the company without any service guarantee in the situation of the same service failure and the same service recovery, taking catering as example. In the research process, we introduced the mediator variables including customer trust and affective commitment. We have constructed a relation model of the effect of whether a company carries out service guarantee on the customers' behavioral intention after purchase.At first, this paper has reviewed the theory about the service guarantee, service failure, service recovery, customer trust, affective commitment, repurchase intention and "Word-of-Mouth" . Then we proposed the study model and theoretical hypothesis on this base. We have drown the conclusion that in the situation of our study the company which dosen't carry out any service guarantee will catch more repurchase intention and "Word-of-Mouth" than the other kind of company and the difference between the both is significant through questionnaire survey and data analyses. At last, we have concluded the results of this study and analyzed the achievements of study. Then we have put forward some suggestions for the subsequent study based on the discussion of the limitation.