The impact of affect on service quality and satisfaction: the moderation of service contexts

Purpose As an alternative explanation of incongruent findings in the literature, the purpose of the present study is to introduce the concept of hedonic versus utilitarian service context as a moderating variable in the relationship between the affect (pleasure and arousal) and perceived service quality and satisfaction. Design/methodology/approach A consumer survey was conducted to test moderation hypotheses, which was analyzed with hierarchical regression equations. Findings The results show that pleasure had stronger influences on perceived service quality and satisfaction in the hedonic service context than in the utilitarian service context. Arousal is found to influence perceived service quality and satisfaction in the hedonic service context but not in the utilitarian service context. Research limitations/implications It is likely that in hedonic related services, consumers will often use some affective criteria to evaluate service quality, in addition to the traditional service quality measures. Practical implications Companies providing hedonic services should modify the content of their services or add novelty stimulus into their services from time to time in order to evoke the most desired consumer emotions and enhance satisfaction. Originality/value The proposed moderating effect of service contexts improved predictions and explanations of the theoretical relationship between affect and perceived service quality/satisfaction. It specifies the conditions under which affect will or will not impact perceived service quality and satisfaction.