دانلود رایگان مقاله قدرت تحریک خدمات استنتاج مصرف کننده از قصد کنترل در پی تحریکات محرک محیطی خدمات

abstract

Interactions between consumers and the servicescape favor value creation. To this regard, the potential influence of the servicescape on consumer service experience is of most importance.While consumers have been perceived as active and willing to co-create value, this research shows that this is not the case when the servicescape triggers inferences of manipulative intent (IMI) and consumers consequently exhibit lower shopping intentions. In particular, in a context where the literature has overlooked how incongruency may affect IMI, this research focuses on how consumers react when the evocations driven from the servicescape contradict product properties. More specifically, this research investigates how discrepancies between (1) the actual properties of the merchandise and (2) those that are driven by the servicescape lead to IMI and subsequent shopping intentions. Results from an experiment demonstrate that when the evoked and actual properties of the merchandise are incongruent, consumers tend to infer that the servicescape is manipulative, resulting in a decrease in shopping intentions.

4. General discussion

4.1. Theoretical implications Drawing on the service-dominant logic and servicescape literature, Mandler's (1982) congruity theory, and an empirical study, the present research offers three theoretical contributions. The first relates to the identification of the conditions in which the servicescape can lead consumers to resist and infer manipulative intent. While previous research has focused on the outcomes of IMI (Lunardo & Mbengue, 2013; Lunardo & Roux, 2015), the conditions which cause IMI has remained under-theorized, except by Lunardo and Roux (2015) who identified the role of the arousing properties of the servicescape. The current research adds to the literature by highlighting how IMI derive from the disfluency caused by the discrepancy between the servicescape-driven evocations and the actual merchandise properties. This result enriches the S-D logic literature that considers the consumer as an active resource integrator within service provision processes (Lusch & Vargo, 2014; Vargo & Lusch, 2004, 2008, 2016). However, as this study shows, consumers are not always able or willing to actively and positively react to retailers' value propositions. While this phenomenon has been recently evidenced in studies on B2B service systems (Breidbach & Maglio, 2016; Santos & Spring, 2015), it has been overlooked in the B2C literature. Hence, the current study contributes to the literature by demonstrating why consumers may refuse to participate in value co-creation processes. The findings help fill this gap by showing that a lack of congruency between the servicescape-driven evocations and the actual merchandise can lead consumers to perceive the retailer or service provider as manipulative, making them less willing to 1/participate in value creation and to 2/exhibit positive shopping intentions.