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Service guarantee redress options in a hotel environment

conference contribution
posted on 2006-01-01, 00:00 authored by Lisa McQuilken
Unconditional service guarantees are a popular marketing tool in the hotel industry worldwide. They promise total satisfaction and guests are free to invoke the guarantee whenever they are dissatisfied. While many hotels offer “money-back” compensation following guarantee invocation, others vary the payout depending on the severity of the service failure and still others will only compensate the customer if the problem leading to invocation of the guarantee cannot be fixed. To the researcher’s knowledge, the influence of compensation and fix (i.e., taking action to resolve the problem) on consumers’ perceptions of distributive justice has not been examined previously in a service guarantee context. This paper begins to address this gap by presenting a conceptual model and related propositions, arguing that redress (compensation and fix) is an important predictor of consumers’ perceptions of distributive justice, and that this relationship is moderated by service failure severity.

History

Event

Australian & New Zealand Marketing Academy Conference (2006 : Brisbane, Queensland)

Publisher

Queensland University of Technology, School of Advertising, Marketing and Public Relations

Location

Queensland University of Technology, Gardens Point Campus, Brisbane

Place of publication

Brisbane, Qld.

Start date

2006-12-04

End date

2006-12-06

ISBN-13

9781741071597

ISBN-10

1741071593

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2006, ANZMAC

Editor/Contributor(s)

C Patti, J Drennan

Title of proceedings

ANZMAC 2006 : Advancing theory, maintaining relevance, proceedings

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