McDougall, Gordon H.G.; Levesque, Terrence; … - In: Journal of Services Marketing 12 (1998) 4, pp. 278-293
When designing a guarantee, service firms have a choice ‐the unconditional that guarantees customer satisfaction or the specific, which guarantees a major aspect of the service such as on‐time delivery. To date, this decision has been based primarily on anecdotal observations. This...