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The impact of augmented reality on overall service satisfaction in elaborate servicescapes

Jana Gäthke (Catholic University of Eichstätt‐Ingolstadt, Eichstätt, Germany)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 24 March 2020

Issue publication date: 24 September 2020




Artificial intelligence (AI) has the potential to facilitate service provision and forms the basis for various smart services, such as augmented reality (AR) apps. The purpose of this study is to investigate the guiding help of an AR app in elaborate servicescapes, which typically constitute complex environments. The study examines how an AR guidance app impacts service evaluation.


This research conducted a field experiment during a trade fair. It employed a two-group between-subjects design (AR app vs traditional 2D map) in order to examine how guidance through complex environments affects overall service satisfaction. Hypotheses were tested through analysis of covariance (ANCOVA), moderated regression, and PROCESS.


The results reveal that an AR app compared to a traditional 2D map leads to significantly higher overall service satisfaction. This relationship is mediated by perceived complexity reduction. Moreover, perceived behavioral control acts as a moderator. Further, the usage of an AR app tends to improve customer loyalty.

Practical implications

Managers learn whether it is worthwhile to employ AR apps in elaborate service environments as well as how to implement them.


By conducting a field experiment and examining a concrete AI-based smart service (i.e. an AR app), this research adds to the AI literature, which has been mostly conceptual, and contributes to the underexamined field of elaborate servicescapes.



The author thanks Katja Gelbrich, Sita Birner, and Silke Bartsch for their valuable feedback on this research project as well as Sita Birner, HINTE Messe- und Ausstellungs-GmbH and VanillaWorks UG for supporting the data collection. The author also thanks AUMA Ausstellungs- und Messe-Ausschuss der Deutschen Wirtschaft e.V. for their financial support of this research project. Finally, the author thanks the editors and the reviewers for the constructive comments during the revision process.


Gäthke, J. (2020), "The impact of augmented reality on overall service satisfaction in elaborate servicescapes", Journal of Service Management, Vol. 31 No. 2, pp. 227-246.



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