Abstract
Unconditional service guarantees have been championed as a potentially powerful tool to improve service quality and build marketing muscles (Wirtz 1997). Yet, despite the potential benefits, there is a large majority of service providers who are unwilling to expose themselves to the perceived risk of running such a guarantee. Customer cheating or fraudulent invocation of guarantees is one of the reasons why firms hesitate to implement unconditional guarantees (Wirtz 1998). Anecdotal evidence from firms with successful guarantees seems to suggest that consumer cheating is not a severe problem. However, this may be due to self-selection biases of the firms which have guarantees, and as the literature on shop lifting demonstrates, by far not all customers are immune to the temptation of taking advantage of a firm. Hart (1993) reported an example based on Hampton Inn’s guarantee. A guest repeatedly invoked the guarantee and wrote on a comment card that he liked Hampton Inn because it is free. So far, no empirical research has examined what drives cheating behaviour on guarantees, and how such behaviour could be reduced or controlled for. This study examines potential drivers of cheating on service guarantees.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Similar content being viewed by others
References
McDougall, Gordon H.G, Terrence Levesque and Peter VanderPlaat. 1998, forthcoming. “Designing the Service Guarantee: Unconditional or Specific?” Journal of Services Marketing.
Harding S. and D. Phillips. 1986. Contrasting Values in Western Europe. Unity, diversity and Change. London: MacMillan.
Hart, Christopher. 1993. Extraordinary Guarantees – A New Way to Build Quality Throughout Your Company and Ensure Customer Satisfaction for Your Customers. New York: Amacom.
Johnson, C. Ronald, George P. Danko, Yau Huang Huang, Jong Young Park, Steven B. Johnson and Craig T. Nagoshi. 1987. “Guilt, Shame and Adjustment in Three Cultures,” Person Individual Differences. 8, (3): 357-364.
Katz, C. Roger, Jennifer Santman and Pameal Lonero. 1994. “Findings on the Revised Morally Debatable Behaviours Scale,” Journal of Psychology, 128, (1): 15-21.
Wirtz, Jochen. 1997. “Is Full Satisfaction the Best You Can Guarantee? An Experimental Investigation of the Impact of Guarantee Scope on Consumer Perceptions,” In Proceedings of the Eighth Biennial World Marketing Congress 1997. Kuala Lumpur, Malaysia: Academy of Marketing Science, 8: 416-418.
Wirtz, Jochen. 1998. “Development of a Service Guarantee Model,” Asia Pacific Journal of Management. 15, (1): 84-102.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Wirtz, J., Ng, I.C.L., Sheang, L.K. (2015). How to Reduce Consumer Cheating on Service Guarantees? Results from Two Experimental Studies. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_62
Download citation
DOI: https://doi.org/10.1007/978-3-319-17356-6_62
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
eBook Packages: Business and EconomicsBusiness and Management (R0)