The aim of the article is to analyze and evaluate marketing innovations used in quality assurance as well as develop the model of differences and similarities between them. Innovations are understood in this case as generating new value for the customer. Strong market competition makes it necessary for companies to gain customers’ trust. For this reason, marketing innovations, including those relating to quality assurance, may take the form of a tool (instrument) of trust. However, they must be very attractive for the customer and stand out on the market.
The adopted research method is the qualitative analysis of foreign and Polish literature, including legal regulations. Prolonged, extended, door-to-door, and lifetime warranty was taken into account. The model of similarities and differences of innovative activities in quality assurance allowed for establishing that the warranties analysed do not significantly differ among one another. However, each one is a “step forward.”
