Service Guarantee For The Hotel Customer Buying Behavior Research

The importance of service guarantees has been recognized by service enterprises and researchers of marketing. But researches of it in specific industry were not enough. The research focuses on the effects of service guarantees on consumers' purchasing behavior in the hotel context. Specifically, it exams the effects of service guarantees on consumers' perceived risk, perceived quality and purchasing intention in conditions of different levels of price and brand. Four hypotheses were proposed and tested by two 2x2x2 between-subjects experimental designs.The results of experimental one (three star hotel) show that service guarantees had significant effects on customers' perceived risk and purchasing intention. The results of experimental two (five star hotel) show that price had a moderate role of relationship between service guarantees and perceived risk, between service guarantees and perceived quality. Service guarantee has significant effect on consumer's purchasing intention.In the context of three star hotels, the effects of service guarantees has on perceived risk are interacted with price and brand. When the price is low and the brand is weak, service guarantees can significantly influence consumers' perceived risk; when the price is high and the brand is weak, the effect is not significant. When the price is high and the brand is strong, the service guarantee had significant effects on perceived risk, but when the price is low and brand is strong, the result is not so. In general, service guarantees had no significant effects on perceived quality, but the case was not so for consumers' purchasing intention.In the context of five star hotels, the effects of service guarantees on perceived risk and perceived quality were interacted with price. When the brand is weak and the price is low, service guarantees can significant reduce on consumers' perceived risk and improve perceived quality. While the brand is weak and price is high, the effect was not significant. When the brand is strong and price is low, service guarantee had significant influence on perceived quality but not on perceived risk. In general, service guarantee had positive effect on consumers' purchasing intention.Finally, enlightenments of the results were discussed. The shortage and strains of the study is analyzed. And the probable future researches about this subject are suggested.