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Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan

Ching‐Jui Keng (Institute of Commerce Automation and Management, National Taipei University of Technology, Taipei, Taiwan)
Tseng‐Lung Huang (Department of Business Administration, National Cheng‐Chi University, Taipei, Taiwan)
Li‐Jie Zheng (Institute of Commerce Automation and Management, National Taipei University of Technology, Taipei, Taiwan)
Maxwell K. Hsu (Department of Marketing, University of Wisconsin‐Whitewater, Whitewater, Wisconsin, USA)

International Journal of Service Industry Management

ISSN: 0956-4233

Article publication date: 14 August 2007

Abstract

Purpose

The purpose of this study is to explore the impacts of service encounters on customer experiential value and subsequently on customer behavioral intentions in a shopping mall context in Taiwan.

Design/methodology/approach

Data were gathered using mall intercepts at three large shopping malls in northern Taiwan. Structural equation modeling was employed to assess the proposed research model empirically.

Findings

The empirical results revealed that: personal interaction encounters positively influenced perceptions of efficiency and excellence value; physical environment encounters positively affected perceptions of playfulness and aesthetics; and all dimensions of customer experiential value (i.e. efficiency, service excellence, playfulness, and aesthetics) positively affected customer behavioral intentions.

Originality/value

Following Bitner's suggestion in 1990, the present study classified service encounters into two dimensions – personal interaction encounters and physical environment encounters. Further, the empirical findings revealed that customer experiential value mediated the relationship between service encounters and consumer behavioral intentions.

Keywords

Citation

Keng, C., Huang, T., Zheng, L. and Hsu, M.K. (2007), "Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan", International Journal of Service Industry Management, Vol. 18 No. 4, pp. 349-367. https://doi.org/10.1108/09564230710778137

Publisher

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Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited