Service convenience and social servicescape: Retail vs hedonic setting

Nguyen, Doan, De Witt, Tom and Russell-Bennett, Rebekah (2012) Service convenience and social servicescape: Retail vs hedonic setting. Journal of Services Marketing, 26 4: 265-277. doi:10.1108/08876041211237569

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Author Nguyen, Doan
De Witt, Tom
Russell-Bennett, Rebekah
Title Service convenience and social servicescape: Retail vs hedonic setting
Journal name Journal of Services Marketing   Check publisher's open access policy
ISSN 0887-6045
Publication date 2012
Sub-type Article (original research)
DOI 10.1108/08876041211237569
Volume 26
Issue 4
Start page 265
End page 277
Total pages 13
Place of publication Bingley, W. Yorks., United Kingdom
Publisher Emerald Group Publishing
Collection year 2013
Language eng
Formatted abstract
Purpose – While there have been numerous studies on the antecedents and consequences of service quality, there has been little investigation of the moderators of service quality. The purpose of this study is to demonstrate the effects of two moderators: service convenience and the social servicescape. The moderating effects are tested in two service settings: retail and hedonic (concert).
Design/methodology/approach – A survey of 270 customers at kitchen display showrooms and 320 concert-goers was undertaken. The results were analysed using regression analysis.
Findings – The results show support for ten of the 12 hypotheses. Service convenience moderated the relationships between perceived service quality and its three sub-dimensions (interaction, environment, and outcome quality), differently in different settings (retail vs hedonic). This supports the authors' general argument that the outcome dimension tends to be more important to customers in a retail setting, while interaction and environment quality dimensions tend to be more important in hedonic service consumption.
Practical implications – These findings suggest that managers need to use different service management tactics in retail and hedonic service settings. Specifically managers in retail settings need to pay more attention to service convenience to achieve service quality and managers in hedonic settings should concentrate on the social servicescape.
Originality/value – This paper is the first to test the moderating factors of service convenience and social servicescape on service quality.
Keyword Customer services quality
Hedonic service consumption
Perceived service quality
Retail environment
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 3 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 7 times in Scopus Article | Citations
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Created: Tue, 19 Jun 2012, 14:13:50 EST by Karen Morgan on behalf of UQ Business School