Characteristics of an effective service guarantee
-unconditional
-the guarantee should make its promise unconditionally-no strings attached
-meaningful
-the firm should guarantee elements of the service that are important to the customer
-the payout should cover fully the customer's dissatisfaction
-easy to understand and communicate
-customers need to understand what to expect
-employees need to understand what to do
-easy to invoke and collect
-the firm should eliminate hoops or red tape in the way of accessing or collecting on the guarantee