Research on the Impact of Servicescape on Customer Satisfaction under the SOR Model

Against the backdrop of fierce competition in the retail market and changing consumer demands, China’s Freshippo (Hema Fresh) has secured a significant position in the fresh food retail sector through its integrated “Online + Offline” mode. However, the mechanism by which the servicescape influences customer satisfaction remains unclear. This study uses perceived value as a mediating variable to explore the influence mechanism of the servicescape on customer satisfaction in Chinese Freshippo stores. The results indicate that the ambient conditions (atmosphere) and facility elements within the servicescape have a significant positive impact on both customer perceived value and satisfaction, whereas the impact of spatial layout elements is not significant. Customer perceived value has a significant positive impact on satisfaction and plays a full mediating role between ambient/facility elements and satisfaction. This study enriches relevant theoretical achievements, fills the gap in research on mediating mechanisms, and provides a theoretical basis and practical guidance for retail enterprises to optimize servicescapes and enhance customer satisfaction. It is suggested that enterprises focus on strengthening atmosphere creation and facility construction while rationally planning spatial layout to enhance market competitiveness.