A service guarantee is a promise by a company to compensate the customer in some way if
the defined level of service delivered is not met The purpose here is to allow retailers to understand
stiff competition and increasing customer expectations by adopting proactive strategies to become more
customer-driven and offer higher service quality. The key finding obtained is that service quality directly
influences the customer visits to the retail store. A company with poor service quality may want to focus
primarily on causes of existing quality gaps, whereas a firm with high quality standards but limited
market presence and quality reputation may want to focus mainly on transforming potential customers
into loyal ones.