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PurposeThis study seeks to investigate the service interaction behaviors that elicit a sense of comfort for the customer in the service encounter, and to investigate the mediating role of comfort on assessments of quality, customer satisfaction and positive word‐of‐mouth in two industries.Design/methodology/approachIn‐depth interviews were used to create an initial list of interaction behaviors displayed by service employees in an encounter. A quantitative study was then used to collect data to empirically examine the relationship between the constructs of interest.FindingsTwo key groups of interaction behavior are identified and contain specific behaviors that create a sense of overall comfort for the customer. Overall comfort positively impacts both overall quality and customer satisfaction, and this ultimately leads to positive word‐of‐mouth.Research limitations/implicationsThe research focuses on two industries only: fashion apparel retailing and casual dining restaurants. Future research needs to examine other industries, experiential or credence services, level of involvement or the impact of culture.Practical implicationsManagers are recommended to incorporate interaction behaviors into front‐line employee training and design of comfort‐enhancing strategies.Originality/valueResearch on employee behaviors and emotional aspects of the encounter is relatively scant, and this study investigates the specific behavioral repertoire that gives rise to an overall feeling of comfort in the service encounter. Although employee behavior is widely acknowledged to have an immense impact on the customer's evaluation of the encounter, there still exists much room to explore specific behaviors that are important for successful service delivery.

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PurposePrior research exploring the relationships among sacrifice, service quality, value, satisfaction, and behavioral intentions in service evaluation models did not consider customer characteristics. This study aims to test the moderating effects of two demographic variables (i.e. gender and age) on all the relationships in the “comprehensive” service evaluation model.Design/methodology/approachResponses from a diverse group of shoppers (n=2,727) in six retail categories (cosmetics, electronics, fashion, jewelry, telecom services, and department stores) were examined using structural equation modeling.FindingsThe negative relationship between sacrifice and perceived value, and the positive association of perceived value and satisfaction with behavioral intentions, is stronger for the male and older customers; whereas the positive association of service quality with satisfaction and value is stronger for female and younger customers.Research limitations/implicationsThe study examined behavioral intentions instead of actual behavior due to its cross‐sectional design. However, in the categories examined (cosmetics, fashion, department stores, etc.) where purchase frequencies range from moderate to high, behavioral intentions may highly correlate with actual behavior.Practical implicationsThe findings help retail managers understand the differences in the influence of perceived sacrifice, value, service quality, and satisfaction on the behavioral intentions of customers, based on individual characteristics such as gender and age. They should be able to plan and prioritize their marketing activities for diverse customer segments.Originality/valueThe study offers new insights on the individual differences in the service expectations and perceptions, which in turn affect customer behavior and loyalty.

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