This study has investigated the relationship between the attributes of service guarantees, Guarantees' effect and perceived service quality. Six attributes of service guarantees such as restrictiveness, clearness, appropriateness, differentiation, confidence and convenience were arranged to examine the effects of the service guarantees' effect and perceived service quality. In survey, data were collected from 289 retail store users, and then covariance structure modeling through AMOS was used to test the hypotheses. The survey results show that the restrictiveness, clearness, appropriateness, confidence and convenience of guarantees significantly influence service guarantees' effect, the service guarantees' effect significantly influence perceived service quality. Also it found that clearness and appropriateness do influence restrictiveness of guarantees, and confidence of guarantees significantly effect on convenience of service guarantees. From those results, marketers should consider the restrictiveness, clearness and confidence of guarantees when they try to develop an effective service guarantees program to improve service quality and customers satisfaction.

This study has investigated the relationship between the attributes of service guarantees, Guarantees' effect and perceived service quality. Six attributes of service guarantees such as restrictiveness, clearness, appropriateness, differentiation, confidence and convenience were arranged to examine the effects of the service guarantees' effect and perceived service quality. In survey, data were collected from 289 retail store users, and then covariance structure modeling through AMOS was used to test the hypotheses. The survey results show that the restrictiveness, clearness, appropriateness, confidence and convenience of guarantees significantly influence service guarantees' effect, the service guarantees' effect significantly influence perceived service quality. Also it found that clearness and appropriateness do influence restrictiveness of guarantees, and confidence of guarantees significantly effect on convenience of service guarantees. From those results, marketers should consider the restrictiveness, clearness and confidence of guarantees when they try to develop an effective service guarantees program to improve service quality and customers satisfaction.

Service guarantees; Service quality ; Guarantees Attribute; Guarantees' Effect