An Exploratory Study of Service Aversion as a Consumer Orientation:

July 30, 2026Japan Marketing ReviewOpen Access

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Key Points

This research aims to conceptualize service aversion in relation to consumer behavior and its effects on service quality perception.
Empirical analysis focused on beauty services.
Investigation of the relationship between service aversion and expectations (E) and evaluations (P).
The hypothesis that service aversion decreases expectations was not supported; expectations increased instead.
While expectations increased, evaluations decreased, indicating a decline in perceived quality (P–E).
Service aversion negatively affects customer satisfaction and store loyalty.

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Exploratory study examines service aversion's impact on service quality evaluations and consumer loyalty.

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Atsushi Inuzuka (2026) studied this question.

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