The Influence Of Express Service Guarantee On Customer Willingness To Pay A Price Premium

In recent years, China’s express delivery industry is developing rapidly, but the poor service level caused by a price war is not up to the growing consumer demand. In order to attract customers, enhance consumer confidence, some courier companies launched a service guarantee. To implement service guarantee, business must increase their costs, so the customer’s willingness to pay a price premium has become the focus of enterprises. By reviewing the related literature, this paper made a theoretical deduction about the relationship between service guarantee and willingness to pay a premium, and at the same time, adding the perceived risk and perceived value as the mediating effect to explore the mechanism of how the characteristics of service guarantee affect customer’s willingness to pay a price premium.Through collecting the questionnaire analysis and using structural equation to verify the hypotheses, the results as follows:in the courier industry background, (1) service characteristics of conditional, convenience and credibility have a significant negative influence on customer perceived risk; (2) convenience, moderation and the credibility characteristic have a significant positive effect on the customer perceived value; (3) the perceived risk has significant negative impact on the customer perceived value and willingness to pay a price premium; perceived value has a significant positive effect on the willingness to pay a price premium; perceived risk has a significant negative impact on perceived value; (4) through the analysis of the intermediary effect, the mediating role of perceived risk and perceived value has been verified and played a completely mediating effect on the relationship between willingness to pay for a premium and convenience as the credibility feature, and conditional and moderation in addition to through the path of " customer perception and willingness to pay a price premium" to influence willingness to pay a price premium, but also directly affect the willingness to pay a price premium.Based on the research results, this paper puts forward some suggestions to the design and implementation of service guarantee, courier companies can consider carrying out the service promise, to provide differentiated services to achieve strategic transformation. As how to design a good service guarantee, it should be less restrictive, the compensation procedure is simple, the quality level of commitment and compensation mode is appropriate, and the content is credible, Finally, the company should enhance their own ability, to lay a good foundation for the implementation of the service commitment.