The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions |
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Institution: | 1. Indian Institute of Management Calcutta, P.O. Joka, D. H. Road, Kolkata, 700104 West Bengal, India;2. NSHM Institute of Media and Design, 124, B.L. Saha Road, Kolkata 700053, India;1. University of Vienna, Department of Management, Oskar-Morgenstern-Platz 1, A-1090 Vienna, Austria;2. University of Applied Sciences Burgenland, Campus 1, A-7000 Eisenstadt, Austria |
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Abstract: | The role of emotions in hedonic service settings is well established, but their role in utilitarian service settings has received scant attention. This research attempts to fill this gap by investigating the effects of customers’ perceptions of service quality and servicescape on their emotional reactions, and their perceptions of product quality and subsequent behavioral intentions. Data are collected from 189 clients/patients who visited an optometry clinic. The study reports that perceived service quality (reliability, responsiveness, assurance, and empathy) and service environment (atmosphere and layout) both increase positive emotional satisfaction. In turn, positive emotional satisfaction leads to a high perception of product quality, high recommendation, patronage intention, and likelihood of purchase. Additionally, product quality perceptions have a significant positive impact on behavioral intentions. |
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Keywords: | Emotions Utilitarian service settings Service environment Behavioral intentions |
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