Effect Of Service Guarantee On Customer Emotion And Expectations Of Satisfaction

Services guarantees can not only reduce the perceived risk and stimulate buying demand effectively, but also encourage enterprises to focus on customer needs and quality control. It is one of the most important means of corporate marketing. The rapid development of the catering industry led to an oversupply and fierce competition among the restaurants in some areas in the state. Although many domestic restaurants have launched their own service guarantees, but how to design scientific and rational guarantees, which are based on their own characteristics and customer perspective, has not attracted enough attention among the domestic catering industry.This paper aims to study the mechanism how service guarantees affect on customer emotion and expectations of satisfaction. This paper builds a hypothetical model with the five characteristics of service guarantee for the independent variable, consumer emotion before buying for the medium, expectation of satisfaction for the dependent variable.The empirical data of domestic catering services shows that:the service guarantees with moderate commitment and credible content can improve expectations of satisfaction directly; Positive emotions partly mediate the relationship between moderation and expectations of satisfaction; Positive emotions wholly mediate the relationship between the moderate credibility and expectations of satisfaction. The service guarantees with moderate commitment, credible content and convenience can improve positive emotions of customer.In reducing the negative emotions of customers, fewer constraints, the use of convenience will play a significant role. Both the increase of positive emotions and reduce of negative emotions will bring increase of expectations of satisfaction. Based on these conclusions, this paper gives some recommendations of marketing practice, and points out the direction for further research.