Re-patronage on chain stores: mediating and moderating role of customer engagement and experiential value

Abstract

We contact the outside world through our five sense organs. This is the goal for business creating and maintaining attractive five senses for better servicescape service quality and sales. Perceived service quality is the level of consumers’ cognition of service quality in a specific situation. That is an important basis for consumers to make purchase and re-patronage decisions. With satisfaction, loyalty and commitment from customers, customer engagement can support customer re-patronage. Experiential value is a sublimation of service value, which is form a deep memory or leave a good impression on a service. Re-patronage intention is usually interpreted as the leading factor of re-purchasing power. Chunghwa Telecom Co., Ltd. (CHT) is the largest integrated telecommunications service chain stores in Taiwan. This study aims to investigate the mediating effect of customer engagement and moderating role of experiential value into the research model to investigate the two moderated moderation effects for the CHT chain stores (n = 937). This study first found that mediating effect of customer engagement and moderating role of experiential value on the relationship between perceived service quality and five senses of servicescape can enhance re-patronage on CHT chain stores. Finally, theoretical and practical implications are presented.

Keywords:

• Five senses of servicescape
• perceived service quality
• customer engagement
• experiential value
• re-patronage intentions
• moderated mediation model

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research was founded by the National Science and Technology Council, Taiwan, Republic of China. (MOST 111-2410-h-032-17-MY2).