Research on the Influence of Service Guarantee Design on Customer Loyalty - An Empirical Study of Hotels

This paper intends to figure out how the service guarantee design influences the customer loyalty. Based on the literature review, this paper conducted an empirical investigation of hotels to discuss it, and worked over the different factors of service guarantee design that shaped customer loyalty. On the basis of analysis of reliability and validity, this paper makes a principle component analysis to extract a common factor from the 6 indexes of measuring customer loyalty. This paper then analyzes the data through independent samples T test, and the hypothesis are partly tested This paper finds that service quality is integral to the success of service guarantee design, and the customer identification with the service guarantee design ensures the improved customer loyalty. There are 2 emphases to obtain higher satisfaction through service guarantee design, improving the service quality and acquiring the customer identification.