An Empirical Study On The Relationship Between Service Guarantee Attribute And Consumers Purchase Intent

These years, along with the sustained, rapid development of China's economy, the service industry is getting important in our country industrial, service industry scope and the service commodity's multiplicity also unceasingly increases, the service commodity was already inseparable with people's life. Because the service commodity manufacturing and the expense is indivisibility and invisible, the consumer is facing risk and challenge when choice service commodity.More consumers favor in judge the service commodity through the extrinsic signal.There's no doubt that service guarantee, as one kind of important extrinsic signal, affected the customer's behavior. A good service guarantee is unconditional, meaningful, and easy to understand, invoke, and collect. The five service guarantee play different role to the customer behavior. In addition, the function of service guarantee is affect by corporate reputation, quality of service stability, customers pre-conviction.On the basis of reviewing the research on service guarantee, corporate reputation, consumers purchase intent, this thesis, taking corporate reputation as moderator, discussed the relationship between service guarantee attribute and consumers purchase intent, in the back ground of travel agency.The result shows that:A guarantee which has little limitation, moderate promise, Credible content and easy to utilize, can enhance the customer's purchase intent. The relationship between consumers purchase intent and service guarantee attribute, which contains the restrict of condition, content credibility, convenience of use,is affect by corporate reputation conspicuously.Finally, the conclusions of the study are summarized, some suggestion is put forward for company management. At the same time, the paper analyzed the shortage and strains of the study, pointed out the directions for the further study.