The Research Of Service Guarantee And Customer Participation Affecting On Consumer Behavior

The restaurant is not only a human capital-intensive industry, but also a customer intensive one. In the process of the service of consumption, the presentation of customers and assistants, the interaction between them and the surroundings constitute part of the product, and are also the import factors which affect the customers'satisfaction. The previous studies generally focus upon the result of service, rather than upon their process. Restaurants'service is of complexity involving customers, assistants, surroundings, etc. Therefore, it is unavoidable that customers have the uncertain cognition of the restaurant's service before the customer's service of consumption. The service guarantee is an effective way to low the customer's perceptual risk and also the service guarantee taken by restaurant will encourage their behavior of consumption. So the thesis aims to investigate the effect of the service guarantee and the customer's participation upon the customer's behavior of consumption by integrating them.The thesis makes the hypothesis of the research by criticizing the drawbacks of the previous researches on basis of the systematic description of the theories about the service guarantee, the customer's participation and customer's consumer behavior. This theoretical model is to discuss how the service guarantee and the customer participation influence the customer's behavior of consumption. Meanwhile, the research method in the thesis is the SPSS statistical analysis technique which is dedicated to check the theoretical hypothesis and its validity. By means of our illustration, the discoveries can be made as follows:1. Different types of the service guarantee such as customers'motives, their rate of consumption, their time of denotation, their amount of consumption, have the different effect upon the customer's behavior of consumption.2. The service guarantee of full satisfaction doesn't have a significant effect on the consumer's purchasing behavior.3. The specific service guarantee has a positive effect on the consumer's purchasing behavior.4. The information service has a prominent positive effect upon the consumer's purchasing behavior.5. The co-operative production has a positive effect upon the consumer's purchasing behavior.6. It is partly reasonable that different characteristics of population statistics will overtly influence the customer's behavior of consumption except that it doesn't affect the time of detention of customers.Last but not least, the thesis analyzes the conclusions, makes the suggestions about practical management and points out the directions for the further study.