Impact of Performance and Expressiveness Value of Store Service Quality on the Mediating Role of Satisfaction

Abstract

This study explores the extent to which store service attributes having appeal for consumer self-image impacts store satisfaction and patronage intentions and discovers that this ‘expressiveness’ value has significant associations with both. By using the adapted RSQS for measuring service quality in the Indian apparel retail context, this paper finds that service expressiveness value is distinct from the performance value obtained from service delivery. This paper provides empirical evidence that the mediation effect of satisfaction varies depending on consumer perceived value from service and that it is neither as universal nor as strong as retailers and researchers tend to believe.