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New Meanings for Marketing in a New Millennium pp 290–295Cite as

Do Satisfaction Claims Affect Consumers’ Responses in Servicescapes?

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Abstract

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.

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Author information

Authors and Affiliations

  1. Mississippi, USA

    Myra Pérez

Authors
  1. Myra Pérez
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Editor information

Editors and Affiliations

  1. Mississippi State University, Mississippi State, Mississippi, USA

    Melissa Moore

  2. Mississippi State University, Mississippi State, Mississippi, USA

    Robert S. Moore

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© 2015 Academy of Marketing Science

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Pérez, M. (2015). Do Satisfaction Claims Affect Consumers’ Responses in Servicescapes?. In: Moore, M., Moore, R. (eds) New Meanings for Marketing in a New Millennium. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11927-4_96

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