Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context
As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception devi...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2022-01-01
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| Series: | Frontiers in Psychology |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.766098/full |
| _version_ | 1819283479176675328 |
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| author | Huang-he Yu Shu-kuan Zhao Mao-Chou Hsu |
| author_facet | Huang-he Yu Shu-kuan Zhao Mao-Chou Hsu |
| author_sort | Huang-he Yu |
| collection | DOAJ |
| description | As an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance (PSA), and subjective norm on service guarantee perception (SGP). Also, this study discusses SGP of customers through perceived risk and quality. Through the verification of 574 sample data, the main conclusions are as follows: (1) Disposition to trust of contract, subjective norms, and PSA significantly affect SGP positively; (2) SGP positively affects customer value (CUV); and (3) SGP s are obviously different between people of different ages, education levels, and income levels. Hopefully, these conclusions can have the following enlightenment to enterprises serving Chinese consumers: (1) in the designing stage of service guarantee, perception of customers of this guarantee should be a consideration; (2) CUV can be a proper direction if an enterprise wish to lead the guarantee perception of the customer; (3) Not all products need the same level of service guarantee; and (4)The proper service guarantee level depends on various statistical characteristics of target customers of the service. |
| first_indexed | 2024-12-24T01:32:08Z |
| format | Article |
| id | doaj.art-7ca58ff610cf45acb0636e918680b6ba |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-24T01:32:08Z |
| publishDate | 2022-01-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-7ca58ff610cf45acb0636e918680b6ba2022-12-21T17:22:18ZengFrontiers Media S.A.Frontiers in Psychology1664-10782022-01-011210.3389/fpsyg.2021.766098766098Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese ContextHuang-he Yu0Shu-kuan Zhao1Mao-Chou Hsu2School of Management, Jilin University, Changchun, ChinaSchool of Management, Jilin University, Changchun, ChinaDepartment of Recreation and Sport Management, Tajen University, Pingtung, TaiwanAs an excellent management tool, service guarantee can improve the competitive advantage of enterprises and allow consumers to obtain high-quality products and services. However, in the current Chinese context, this tool has not played its proper function. One important reason is the perception deviation of Chinese consumers. This research analyzes the main reasons for this deviation, puts forward related hypotheses and research models, and discusses the influence of disposition to trust of contract, perceived structural assurance (PSA), and subjective norm on service guarantee perception (SGP). Also, this study discusses SGP of customers through perceived risk and quality. Through the verification of 574 sample data, the main conclusions are as follows: (1) Disposition to trust of contract, subjective norms, and PSA significantly affect SGP positively; (2) SGP positively affects customer value (CUV); and (3) SGP s are obviously different between people of different ages, education levels, and income levels. Hopefully, these conclusions can have the following enlightenment to enterprises serving Chinese consumers: (1) in the designing stage of service guarantee, perception of customers of this guarantee should be a consideration; (2) CUV can be a proper direction if an enterprise wish to lead the guarantee perception of the customer; (3) Not all products need the same level of service guarantee; and (4)The proper service guarantee level depends on various statistical characteristics of target customers of the service.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.766098/fullservice guarantee perceptioncustomer valueperceived risktrust of contractsignal theory |
| spellingShingle | Huang-he Yu Shu-kuan Zhao Mao-Chou Hsu Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context Frontiers in Psychology service guarantee perception customer value perceived risk trust of contract signal theory |
| title | Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context |
| title_full | Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context |
| title_fullStr | Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context |
| title_full_unstemmed | Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context |
| title_short | Research on the Relationship Between Service Guarantee Perception and Customer Value in the Chinese Context |
| title_sort | research on the relationship between service guarantee perception and customer value in the chinese context |
| topic | service guarantee perception customer value perceived risk trust of contract signal theory |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.766098/full |
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