Business Commons^™

The Impact Of Servicescape On Customer Experience Quality Through Employee-To-Customer Interaction Quality And Peer-To-Peer Interaction Quality In Hedonic Service Settings, Beomjoon Choi, Hyun Sik Kim

Asia Marketing Journal

This paper investigates how servicescape perception influences customer experience quality in hedonic service settings. In addition to the direct effect of servicescape quality on customer experience quality, the indirect effects of servicescape quality on customer experience quality via employee-to-customer interaction quality and peer-to-peer interaction quality are also investigated.
We collected data through a self-administered survey. The proposed relationships were tested using structural equation modeling. The results show that servicescape quality influences customer experience quality both directly and indirectly through employee-to-customer interaction quality and peer-to-peer interaction quality, and customer experience quality influences customer loyalty. Additionally, we find that the indirect path …