Satisfaction and Service Contexts: The Mediation of Consumption Goals

Abstract

This research examines the impact of affect (pleasure and arousal) on perceived service quality and satisfaction in different service contexts in which the major consumption motive is either task-fulfillment or pleasure-seeking. Results show that pleasure/arousal has a direct impact on service satisfaction when it is the major consumption motive. Such an effect is mediated by perceived service quality when pleasure/arousal is not the major consumption motive. Finally, pleasure/arousal has no impact on perceived service quality and satisfaction when it is not anticipated