Design and implementation of a service guarantee

Journal of Services Marketing - Tập 19 Số 1 - Trang 33-38 - 2005
LouisFabien1
1HEC Montréal, Montréal, Canada

Tóm tắt

PurposeTo propose a decision support model that can be used to design, implement and communicate effective and efficient service guarantees.Design/methodology/approachBased on in‐depth interviews by the author and on a recent literature review, the author has looked at different issues regarding service guarantees developed by services companies over the last five years.FindingsThe decision support model looks first at 12 key issues to examine before designing a service guarantee. If the preliminary analysis is conclusive, discussion about design and implementation is presented.Originality/valueThe main and original contribution of this model is to present to services marketing managers a step‐by‐step process, including preliminary analysis, marketing communication and performance analysis.

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Tài liệu tham khảo

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Thông tin xuất bản

Journal of Services Marketing

Tập 19 Số 1

33-38

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