L'utilité d'une garantie de service: le point de vue du personnel en contact

Brigitte Auriacombe ()
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Brigitte Auriacombe: EM - EMLyon Business School

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Abstract: The usefulness of a service guarantee: the point of view of contact staff This article studies an interactive phenomenon which has received limited attention: the invocation of the uncon- ditional service guarantee. A qualitative study investigates the phenomenon through three questions: what are the incidents that give rise to the invocation ? What compensation does the invocation result in ? How does the invo- cation process unfold? The study also reveals how contact staff, interacting with customers, interpret incidents and decides whether or not to invoke the guarantee. The scope of this study goes beyond service guarantees and also concerns service recovery. Finally, the article presents three managerial recommendations to facilitate the use of service guarantees by contact staff.

Keywords: service guarantee; service relationship; discourse analysis; interpretive repertoires; service recovery; garantie de service; relation de service; analyse de discours; répertoires interprétatifs; traitement des réclamations (search for similar items in EconPapers)
Date: 2015-03
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Published in Décisions Marketing, 2015, 77 (1), pp.31-45. ⟨10.7193/DM.077.31.45⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02310636

DOI: 10.7193/DM.077.31.45

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