Understanding consumer response to service guarantees

Whether the goal is customer loyalty to a competitive energy service provider or customer satisfaction with monopoly distribution services, service guarantees must be seen as one way a company can communicate with its customers about the relationship it has (or wants) with them. In short, service guarantees must be evaluated as part of a company's overall brand management strategy. To do this, a conceptual framework within which to develop and link models of service delivery and brand management is needed. This means seeing both as examples of inference management. In this article the authors first interpret findings from their research on utility service guarantees in light of the model of service delivery proposed by Smith, Bolton, and Wagner. The authors then situate this model within their own model of utility brand management. The resulting approach can be used by a utility to evaluate whether and how to adopt service guarantees as part of its overall branding strategy