The Effect of Evaluative Judgments on Service Encounters Satisfaction and Customer Loyalty: The Moderating Role of Customers' Characteristics

محمد سليمان عواد, سوسن محمد المجالي


This study investigates the direct effect of evaluative judgments (namely, core service
quality, perceived value for money, and service encounter satisfaction) on customer
loyalty, and the indirect effect of core service quality and perceived value for money
on customer loyalty, through the mediating effect of service encounter satisfaction, in
hair salons in Jordan. In addition, the study analyzed the moderating role of
customers’ gender and age on the effects of evaluative judgments on service
encounter satisfaction and loyalty. Quantitative data was collected, through a
questionnaire instrument, from a convenience sample of 419 customers while they are
in hair salons. Statistical analysis of the study's model was conducted using structural
equation modeling technique (AMOS software).
Empirical test of the model’s hypotheses has indicated that service encounter
satisfaction is depend on core service quality and perceived value for money
respectively, while customers' loyalty to service provider depend on service encounter
satisfaction, core service quality, and perceived value for money respectively. Gender
and age play a mediator role in how customer develop loyalty to the service provider,
but they do not affect how customer form service encounter satisfaction. The findings
of this study provide several recommendations for future research.


Key Words: evaluative judgments, core service quality, perceived value for money, service encounter satisfaction, customer loyalty.


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