The “Satisfied or Refunded” Guarantee impact on the Consumer

L'impact de la garantie « Satisfait ou Remboursé » sur le consommateur

Julie Boyer Dumont () and Imene Becheur
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Julie Boyer Dumont: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: Although largely used, the "Satisfied or Refunded" Guarantee remains a signal of quality not deeply explored in marketing. First, this article proposes to clarify the mechanisms of impact of that signal, then perceptions of the consumer from a focus-group. This article's aim is finally to present conditions of effectiveness of one of the tools at the advertisers' disposal to increase the credibility of their message. We also discuss the potential risks linked to the implementation of "satisfied or refunded" guarantee.

Keywords: signal of quality; price of product; refund scheme; garantie « satisfait ou remboursé » signal de qualité prix du produit modalités de remboursement Satisfied or Refunded" guarantee signal of quality price of product refund scheme; garantie « satisfait ou remboursé »; signal de qualité; prix du produit; modalités de remboursement Satisfied or Refunded" guarantee (search for similar items in EconPapers)
Date: 2009
Note: View the original document on HAL open archive server: https://hal.science/hal-04765232v1
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Published in 7ème Colloque International de la Recherche en Marketing, Association Tunisienne de Marketing, 2009, Tunis, Tunisie

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