Design and implementation of a service guarantee

To propose a decision support model that can be used to design, implement and communicate effective and efficient service guarantees.

Based on in‐depth interviews by the author and on a recent literature review, the author has looked at different issues regarding service guarantees developed by services companies over the last five years.

The decision support model looks first at 12 key issues to examine before designing a service guarantee. If the preliminary analysis is conclusive, discussion about design and implementation is presented.

The main and original contribution of this model is to present to services marketing managers a step‐by‐step process, including preliminary analysis, marketing communication and performance analysis.