Effects of physical environment and locus of control on service evaluation: A replication and extension

Abstract

As a replication and extension, this study empirically tested Bitner's (1990, Journal of Marketing 54, 69-82) model of consumer service evaluation using Singaporean subjects. It investigated the effects of a service failure, physical environment, and attribution on customer evaluation of and satisfaction with the service. The experimental findings showed that consumers engaged in causal inferences when they evaluated the service. Specifically, in cases of service failure, consumers were more dissatisfied when they perceived that the service firm had more control over the cause, and when the failure was recurring vis-à-vis a rare event. Consumers also tended to attribute service failure to a lack of control on the part of the service firm when the failure occurred in a more pleasant environment. The results also showed that satisfaction with the service resulted in perception of higher service quality. Although the physical environment affects perception of service quality, it was mediated by attribution and satisfaction. © 1997 Elsevier Science Ltd.