A service guarantee is a marketing tool service firms have increasingly been using to reduce consumer risk perceptions, signal quality, differentiate a service offering, and to institutionalize and professionalize their internal management of customer complaint and service recovery.[1] By delivering service guarantees, companies entitle customers with one or more forms of compensation, namely easy-to-claim replacement, refund or credit, under the circumstances of service delivery failure. Conditions are often put on these compensations; however, some companies provide them unconditionally.[2]
^Dwayne D. Gremler, "Twenty Years of Service Guarantee Research," Journal of Service Research, 11, No. 4, 2009, 322–343.
^Christopher Lovelock and Jochen Wirtz (2011), Services Marketing: People, Technology, Strategy. 7th ed., Upper Saddle River, New Jersey: Prentice Hall, 626 pp, ISBN 978-0-13-610721-7
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