The Relationship between Service Environment and Consumer Satisfaction: Mediated by Hedonic and Utilitarian Shopping Value

The relationship between service environment and consumer satisfaction is a thesis concerning how to improve consumer satisfaction mediated by shopping value such as hedonic and utilitarian shopping. Tangible and intangible in-store stimuli ambient odors enjoyed music etc. are studied to verify the influence on consumers' emotions (e.g. positive and negative affect) and personal shopping value. The many physical surroundings of the stores influence on consumers' shopping behavior. The author verifies that the consumers' shopping behavior is more affected by utilitarian shopping value than the hedonic shopping value.