The Servicescape and Its Impact on Consumer Satisfaction: A Meta‐Analysis

ABSTRACT Despite abundant research demonstrating the impact of servicescape on consumer responses, there is a lack of understanding of how each servicescape dimension distinctly influences consumer satisfaction. To bridge this gap, we utilize the affordance theory to examine the unique impact of various servicescape dimensions on consumer satisfaction. We conducted a meta‐analysis to synthesize previous empirical findings and validate our theorization. We also examined how the service sector and consumer culture moderate the impact of servicescape dimensions on consumer satisfaction. Theoretically, this research extends the literature by introducing the affordance theory as a theoretical lens to explain the influence of various servicescape dimensions on consumer satisfaction. We argue that the consumer's primary consumption goals, shaped by the service sector and consumer culture, drive consumer satisfaction for each servicescape dimension. This research offers valuable insights for practitioners to prioritize specific servicescape dimensions based on the industry sector and cultural context.