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The 100-Percent, Unconditional, Money-Back Guarantee

Appalachian State University

J. Dana Clark

Bonnie J. Knutson

The School of Hospitality Business at Michigan State University.

The consensus of a panel of 20 marketing and sales managers with major hotel chains based in North Carolina is that most companies are not ready to implement a 100-percent service guarantee. To date, a handful of national chains offer such a guarantee: Comfort Inn, Howard Johnson, Promus's brands (e.g., Embassy Suites, Hampton Inns), and Sleep Inns. On further questioning, the panel members suggested that the core lodging elements and practices needed to ensure the success of the guarantee policy are service standards and employee training. In addition, properties must maintain strong housekeeping and maintenance practices and make continual quality inspections. On the other hand, the panel discounted the age of the property and its FF&E as a critical factor in the successful implementation of a satisfaction guarantee.

Cornell Hotel and Restaurant Administration Quarterly, Vol. 37, No. 6, 56-61 (1996)
DOI: 10.1177/001088049603700609


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