‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention

Abstract

In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers occurs—may help enhance the customer experience. While the role of servicescapes has been analyzed in online or offline contexts previously, this research adopts a multichannel view and pioneers the investigation of the interplay of offline and online (mobile app) servicescapes and their effect on customer satisfaction, as antecedents of repurchase intention, among three types of Indonesian retailers. The study analyzes data from N = 171 Indonesian multichannel customers who have shopped in physical stores and via the store’s mobile app. The results show that ambient conditions are the strongest predictor of perceived quality of offline servicescape, whereas store layout and functionality are the strongest predictor of perceived quality of online servicescape. Both online and physical perceived quality of servicescapes predict customer satisfaction, with the latter having a stronger effect on satisfaction. The study offers practical recommendations for retailers seeking to improve loyalty and customer retention.

Influence E-Service Quality Towards Customer Retention and Word of Mouth (WOM) Mediated By Customer Satisfaction

“…This is also supported by research conducted by (Ananda, Hanny, Hernández-García, & Prasetya, 2023) that consumer satisfaction (customer satisfaction) is positively related and affects consumer repurchase (repurchase intention) in multichannel retail. The relationship between the influence of customer satisfaction on customer retention is quite high at 67.3%, which means that increasing customer satisfaction can affect customer retention at Alfagift.…”

The Agency of Consumer Value and Behavioral Reasoning Patterns in Shaping Webrooming Behaviors in Omnichannel Retail Environments

“…It has been argued that consumers think that webrooming saves time, effort, and energy and causes more appropriate purchase decisions compared with brick-and-mortar showrooms. Studies have suggested that offline stores still hold prime importance in omnichannel strategies and that the interplay between the benefits of the offline channel and value-added services of online channels enable retailers to provide a unified customer experience [31,38]. Moreover, webrooming behavior creates increased control and responsibility in consumers compared with showrooming behavior [1].…”

Mobile Payment Innovation Ecosystem and Mechanism: A Case Study of Taiwan’s Servicescapes

“…This study provides insights from multiple cases into four servicescapes, which are utilized to illustrate the physical and social environments in which individuals live [15]. Servicescape is a model developed by Booms and Bitner to emphasize the impact of the physical environment in which a service process takes place [16]. We illustrate how value is co-created in many-to-many networks connected through mobile payments.…”