An Empirical Assessment of Service Quality, Service Consumption Experience and Relational Exchange in Electronic Mediated Environment (EME)

This study examines how service quality and service consumption experience affect long-term relational exchange in the EME to provide insights into consumers' perception of service consumption experience and its potential influence on the development of long-term exchange relationship between consumers and service providers in the EME. An analytical framework is developed and tested to validate a comprehensive research model of service consumption experience, its formative dimensions and its antecedents and consequents. The proposed research model is empirically assessed and validated using a sample of 772 respondents. This study contributes to the development of the service consumption experience construct in the EME and informs firms in developing an integrated experiential strategy to meet customer requirements and expectations to further improve customer loyalty and word-of mouth communication in the EME.