‘Stimuli Are All Around’—The Influence of Offline and Online Servicescapes in Customer Satisfaction and Repurchase Intention

Abstract

In the last decade, multichannel retailing has grown at a significant rate, especially in emerging markets such as Indonesia, where retailers have embraced multichannel marketing to heighten the customer shopping experience. Improved servicescape—the environment where services are provided and where interaction with customers occurs—may help enhance the customer experience. While the role of servicescapes has been analyzed in online or offline contexts previously, this research adopts a multichannel view and pioneers the investigation of the interplay of offline and online (mobile app) servicescapes and their effect on customer satisfaction, as antecedents of repurchase intention, among three types of Indonesian retailers. The study analyzes data from N = 171 Indonesian multichannel customers who have shopped in physical stores and via the store’s mobile app. The results show that ambient conditions are the strongest predictor of perceived quality of offline servicescape, whereas store layout and functionality are the strongest predictor of perceived quality of online servicescape. Both online and physical perceived quality of servicescapes predict customer satisfaction, with the latter having a stronger effect on satisfaction. The study offers practical recommendations for retailers seeking to improve loyalty and customer retention.