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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Do Satisfaction Claims Affect Consumers’ Responses in Servicescapes?
verfasst von : Myra Pérez
Erschienen in: New Meanings for Marketing in a New Millennium
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This exploratory study examines the effect of advertised customer satisfaction claims on consumers– perceived veracity and purchase intention in the context of a service physical environment (servicescape). The results suggest that consumers exposed to signs that provide personal endorsements (advertised customer satisfaction claims) show a significantly higher perceived veracity and a significantly higher willingness to buy when compared to signs that provide non-personal company endorsements (no satisfaction claim). The results also suggest that perceived veracity mediates the effect of signs and willingness to buy.