Quo Vadis servicescapes research? A critical review and empirical investigation of an integrative conceptualisation

Koritos, Christos and Karadinou, Kalypso and Gounaris, Spiros (2015) Quo Vadis servicescapes research? A critical review and empirical investigation of an integrative conceptualisation. In: Quo Vadis Servicescapes Research? European Marketing Academy, Brussels. (In Press)

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    Abstract

    Through a critical literature review, the current study uncovers important contradictions in the theoretical conceptualizations that have been proposed and tested within the servicescapes literature. Drawing from the appraisal of emotion theory and the affect infusion model, we develop and empirically test an integrative conceptualization on the effects of servicescapes on customer behavior across both utilitarian and hedonic service contexts. Results support the suggested conceptualization while also uncovering customers’ familiarity with the servicescape as a critical but neglected moderator that can account for much of the conceptual contradictions in the extant servicescapes literature