<p>Powell (2011) has ever evaluated that without competitive advantage, then there won&rsquo;t be outstanding companies and advanced management strategies. The role of service guarantee can be largely magnified through the existence of competitive advantage to prepare for the possible service failures and remedies. &nbsp;</p>
<p>Originally, Porter (1990) was the first to propose the classical Competitive Advantage Theory in economic area. Callan and Moore (1998) connected inside environment and external departments of the hotels to provide theoretical basis for service guarantee based on competitive advantage theory. Vargo and Lusch (2004) disputed that &ldquo;a service-centered view should be customer-oriented and reasonable.&rdquo; In their opinion, to comprehend how hotel guests conglomerate their own experiences with the service-related resources will provide innovative ideas to strengthen hotel competitive advantages over other industrial competitors.</p>
<p>Xing (2011) investigated into the service technological innovation in the hotel industry specialized in the case study of InfoQuest system. The corporation contains high-end hedonism and business trip components. And InfoQuest new technology favors 5-star above hotels. In order to succeed in the marketing strategies, the premium hotels require differentiation through affording competitive advantage. It&rsquo;s no wonder so many users of InfoQuest expressed that the system needs enhanced indoor service innovations.</p>
<p>Kanagal (2009) highlighted that the service guarantee strategy and its implementation prove the essential competitive advantage theoretical basis. In hotel industry, an excellent relationship marketing, as one of fundamental service guarantee strategies, have great competitive advantage in both product characteristics and company profitability over other hotels. To conduct the survey, he interviewed all 5-Star hotels in Bangalore of India. The target of the investigation is to facilitate basic equipment of the hotels. &nbsp;The key point is: customers mustn&rsquo;t suffer from the customer service and hotels should provide solutions to the customer complaints.</p>
<p>Egan (2011) highlighted that the service guarantee strategies should from moment to moment be relatable to the existing customers.&nbsp; Furthermore, in the relationship marketing, the more solid the relationship built with customers and competitors, closer partnerships with the public will prevail other corporation.</p>
<p>So the hotels in Bangalore provide internet connection, the loyalty programs of the enterprise and AVIS shuttle bus pick-up for international guests to cater to the market. From secretaries to CEOs, people are following the service guarantee rules.</p>
<p>Li and Green (2009) investigated into the service guarantee policy in terms of hospitality customer loyalty programs as well. They found that in the hospitality industry whether in airlines or hotels, the pioneers who have developed effective customer loyalty schemes share common things as follows: they won competitive advantages over their competitors. Perkins (2010) studied on the airline industry about the frequent passenger award and surprisingly found a wide allocation imbalance: 99% of Southwest airline loyalty rate is far beyond the 11% of US Airways, since southwest is earlier than US Airways to start promoting the program. On the other hand, Elliott (2010) discovered that Hilton Hotel started to increase points of free rooms to pause the loyalty program value, which gave rise to less competitive advantage over other hospitality groups including Marriott, Four Seasons etc.</p>
<p>Heider and John (1992) predicted that from service guarantee roles today, they can be clearly observed through the empirical research in the hospitality industry since hotels are now laying more focus on superb operations and service guarantee strategies to enhance customer engagement.&nbsp;</p>