서비스 보증이 고객의 위험지각과 가치지각 및 구매의도에 미치는 영향

This study has investigated the effects of service guarantees on perceived risk, perceived service value and purchase intentions. Five attributes of service guarantees such as restrictiveness, clearness, appropriateness, confidence and convenience were arranged to examine the effects of the service guarantees on perceived risk, service value and purchase intentions. In survey, data were collected from 240 retail store users, and then covariance structure modeling through AMOS was used to test the hypotheses. The survey results shows that the restrictiveness, clearness and confidence of guarantees significantly influence perceived risk but not perceived service value, the clearness, appropriateness and convenience of guarantees significantly influence perceived service value but not perceived risk. Also it shows that perceived risk does influence purchase intentions and service value significantly, and perceived service value has a significant effect on purchase intention. From those results, marketers should consider the restrictiveness, clearness and confidence of guarantees when they try to develop a service guarantees program to reduced perceived risk. In addition, clearness, appropriateness and convenience of guarantees should be considered to improve service value and purchase intention.