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Effect of servicescape on employee loyalty and customer satisfaction in a public sector bank

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  • Sahoo, Debajani
  • Shrivastava, Ome Naraian
  • Mishra, Abhishek

Abstract

This paper examines the potential influence of physical and social servicescapes on employee and customer behaviour for a public sector bank (PSB). The stimulus-organism response (S-O-R) framework is leveraged to formulate a model in which the servicescape serves as an antecedent (stimulus) of employee emotions/satisfaction/loyalty (organism), which in turn influences customer satisfaction (response). A total of 505 bank employees and 505 customers (in a dual-respondent format) from 102 PSB branches in metro, semi-urban, and rural regions, identified through stratified random sampling, participated in the data collection. The data analysis revealed that the physical (signs, symbols and artefacts) and social servicescape (except customer characteristics) strongly predict employee emotions, and that employee job satisfaction mediates the relationship between employee emotions and loyalty, which, in turn, shapes customer satisfaction. This work highlights the importance of employees' experiences at the PSB as an intervening variable between servicescape and customer satisfaction.

Suggested Citation

  • Sahoo, Debajani & Shrivastava, Ome Naraian & Mishra, Abhishek, 2026. "Effect of servicescape on employee loyalty and customer satisfaction in a public sector bank," Journal of Retailing and Consumer Services, Elsevier, vol. 91(C).
    • Handle: RePEc:eee:joreco:v:91:y:2026:i:c:s0969698926000226
    DOI: 10.1016/j.jretconser.2026.104743
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