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Deals with three issues in the area of perceived service quality. First, it compares the gap model with the performance model. Second, it investigates the direction of causality between service quality and satisfaction. Finally, it examines whether the influences of some dimensions of service quality vary across service industry types. Three service firms were selected and respondents were interviewed in each firm. As hypothesized, the performance model appeared to be superior to the gap model. In addition, the result shows that perceived service quality is an antecedent of satisfaction, rather than vice versa. Finally, tangibles appeared to be a more important factor in the facility/equipment-based industries, whereas responsiveness is a more important factor in the people-based industries. Managerial implications and future research directions are discussed.

PurposeThe research seeks to extend the notions of utilitarian and hedonic value to account for outcomes of consumer service encounters.Design/methodology/approachThe research question is examined using a sample of Korean restaurant consumers who used a structured questionnaire to evaluate their dining experience. Structural equations analysis is used to test various research hypotheses and examine the extent to which consumer service value mediates the effect of the environment on customer satisfaction and future intentions.FindingsKey findings include the ability of the consumer service value scale to account for utilitarian and hedonic value, the role of functional and affective service environment components in shaping consumer satisfaction and future patronage intentions and the relative diagnosticity of positive affect.Research limitations/implicationsThere is a need to extend the results to a diverse range of cultures.Practical implicationsRestaurant managers should place increased emphasis on the physical environment as it clearly plays a role in creating positive consumer outcomes and building strong customer relationships.Originality/valueThe use of the consumer value scale (CSV) – particularly in a novel service context.

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