Accounting for the Joint Effects of the Servicescape and Service Exchange on Consumers' Satisfaction Evaluations

This study reports the results of a study designed to evaluate the effects of a service exchange on consumers' satisfaction after accounting for the effects of the servicescape. An experimental design was adopted to show that servicescapes have an effect on individuals' preexisting mood states. Consumers' moods after they had been exposed to the servicescape were crossed with two service exchange states: good and bad. Their reported level of satisfaction was measured. Results indicate that servicescapes have an important effect on consumers' mood states. Direct effects of servicescape type and service exchange are reported and managerial implications discussed.