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Do Consumers Perceive Money-Back Guarantees as Believable? The Effects of Money-Back Guarantee Generosity, Store Name Familiarity, and Perceived Price

Author

Listed:
  • Shih-Ping Jeng

    (Department of Shipping and Transportation Management, National Taiwan Ocean University, Keelung 202, Taiwan)

  • Li-Shia Huang

    (Department of Business Administration, Fu Jen Catholic University, New Taipei City 242, Taiwan)

  • Yu-Jen Chou

    (Department of Business Administration, Ming Chuan University, Taipei 111, Taiwan)

  • Ching-I Teng

    (Graduate Institute of Business and Management, Chang Gung University, Tao-Yuan 333, Taiwan)

Abstract

A money-back guarantee (MBG) is a service guarantee offered by a retailer. This research examined how MBG generosity, store name familiarity, and consumer perception of price interacted to influence MBG believability (the extent to which a consumer believes the MBG) and consumer store patronage. The results show that MBG generosity positively affected consumer patronage intentions by increasing MBG believability. When the perceived price was low, MBG generosity positively affected MBG believability for both well-known and lesser-known stores. When the perceived price was high, MBG generosity positively affected MBG believability only for well-known stores.

Suggested Citation

  • Shih-Ping Jeng & Li-Shia Huang & Yu-Jen Chou & Ching-I Teng, 2014. "Do Consumers Perceive Money-Back Guarantees as Believable? The Effects of Money-Back Guarantee Generosity, Store Name Familiarity, and Perceived Price," Service Science, INFORMS, vol. 6(3), pages 179-189, September.
    • Handle: RePEc:inm:orserv:v:6:y:2014:i:3:p:179-189
    DOI: 10.1287/serv.2014.0076
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