Consumer Behavior in The Service Industry An Integrative Literature Review and Research Agenda

sustainability
Article
Consumer Behavior in the Service Industry: An Integrative
Literature Review and Research Agenda
Prakash Singh 1, * , Lokesh Arora 2 and Abdulaziz Choudhry 3
1 E-Commerce Department, College of Administrative and Financial Sciences, Saudi Electronic University,
Riyadh 11673, Saudi Arabia
2 Management Department, IIMS Pune, Pune 411033, India
3 Travel and Tourism Department, Faculty of Tourism, King AbdulAziz University, Jeddah 21589, Saudi Arabia
* Correspondence: p.kishore@seu.edu.sa
Abstract: Ongoing technological disruptions in the service industries have altered modern business
practices globally. Due to the unending transference in the overall consumer behavior in online
and offline business environments, service providers are forced to rethink their existing business
strategies, to understand the disruptive behaviors of consumers and the factors responsible for this.
An integrative literature review (ILR) method has been employed to track the ongoing disruption
in consumer behaviors in diverse service industries. This study is an attempt to bridge the gap by
offering global insights related to the study of consumer behaviors in diverse service settings. The
Web of Science and Scopus electronic databases have been mined to extract the existing literary
works and 120 articles are selected as the final sample for this study through advanced inclusion
and exclusion criteria. The key findings of the study have been categorized using the TCM (Theory,
Context, and Methodology) framework as the future research agenda of this study. This study will
contribute to enhancing the understandings of marketers, researchers, and academics through the
massive collection of the existing literature in the research study of consumer behavior.
Keywords: consumer; consumer behavior; integrative literature review; research agenda; service industry
1. Introduction
Citation: Singh, P.; Arora, L.;
Choudhry, A. Consumer Behavior in “Consumer behavior is the study of how people buy, what they buy, when they buy,
the Service Industry: An Integrative and why they buy” [1]. Consumer behavior is vibrant and complex. Hence, it is challenging
Literature Review and Research for marketers to understand consumers’ behaviors that keep on changing, due to the diverse
Agenda. Sustainability 2023, 15, 250. landscape of the service sector and the variations in the service quality [2]. How customers
https://doi.org/10.3390/su15010250 choose their goods and services can be tremendously imperative for service providers, to
Academic Editor: Azilah Kasim
gain a competitive advantage over their rivals in the existing markets of the diverse service
industry. Consumers always prefer quality services that further play an important role in
Received: 10 November 2022 determining the success or failure of a service industry. The service providers’ survival
Revised: 29 November 2022 and performance in the service industry are dependent on meeting consumers’ service
Accepted: 8 December 2022 expectations related to the service providers’ performance, compared to other rivals in the
Published: 23 December 2022
service industry [3]. Service providers’ perceive performance as significantly influencing
the overall customers’ attitudes and word-of-mouth intentions [4]. Therefore, consumers’
responses about service providers’ products and brand performance are considered in
Copyright: © 2022 by the authors.
refining the existing marketing strategies of the key players of the service industry [5].
Licensee MDPI, Basel, Switzerland. Service providers ought to understand consumers’ buying behaviors, to offer better services
This article is an open access article and enrich consumer experiences, so that they can survive and sustain themselves in their
distributed under the terms and respective service industries, in the long run [6].
conditions of the Creative Commons In the service industry, the study of consumer behavior is needed to understand the
Attribution (CC BY) license (https:// changing consumer behavioral patterns, globally. Consumers’ behaviors of complaining are
creativecommons.org/licenses/by/ apparently anticipated when the service delivered is displeasing, resulting in the diverse
4.0/). nature of service encountered by consumers. To sustain themselves in their respective
Sustainability 2023, 15, 250. https://doi.org/10.3390/su15010250 https://www.mdpi.com/journal/sustainability

Sustainability 2023, 15, 250 2 of 30
industries, service providers have to handle these post-dissatisfaction consumer behaviors,

specifically consumer complaints and negative word of mouth, which are a nightmare
for service providers. There is a need to handle these properly, to avoid any harm to
the image of the service providers. In the hospitality industry, consumers’ behaviors of
complaining and post-dissatisfaction consumers are prompt to attract service providers and
researchers’ thoughtfulness [7,8]. At present, the service industry has been surpassing the
manufacturing industry in many global economies, in terms of its contributions to the gross
domestic product (GDP) of the respective economies. However, researchers are giving more
consideration to studying how the physical environment of the diverse service industries
impact veteran and novice customers [9]. The service industry is precarious to the economic
success of many global economies, particularly in developed countries and consequently,
it has been gradually becoming a periodic research area with concentration in theoretical
studies [10]. Several empirical studies on consumer behaviors measure the feedback related
to consumer behaviors, that are impacted by certain immersive information technologies.
Likewise, consumers are gradually using diverse mobile devices while shopping over the
Internet. These consumer behaviors permit retailers to accumulate consumers’ purchase-
related data, to improve their marketing mix. It has been observed that new technologies,
specifically, artificial intelligence (AI), frequently alter consumer behaviors [11,12]. Several
existing studies related to consumer behaviors have been conducted, to explore their impact
on the service industries. A systematic literature review (SLR) based study investigated
the relationship between consumer behaviors and new techniques for understanding the
detailed topographies of the service scape [9].
Another similar study employed the SLR method to analyze and review the selected
articles related to the customer experience in the service industry. The study identified
a strong foundation pinpointing how customer experience in the service industry had
been measured in the extant literature [10]. Beyond this, in another similar study, the SLR
method was employed to amalgamate the extant studies on virtual commerce, vis-a-vis
consumer behavior and the application design aiming to identify the key factors impacting
consumer behavior [12]. In addition to this, to study the effects of the Industry 4.0 revolu-
tion on consumer behavior, the SLR method was employed, aiming to offer an outline of
the extant studies, so far related [11]. Hence, it has been observed that a limited number of
review-based studies are presently available for investigating consumer behaviors in the
service settings’ purview. There was no study found, employing the integrative literature
review (ILR) method to study consumer behaviors in the service industry. Conversely,
the literature related to the field of business pointed to the importance of the integrative
literature review (ILR) method, and the majority of other prior ILR methods executed had
proposed ways to discourse and discover contemporary research themes related to con-
sumer behaviors [13–15]. However, this present study is an attempt to deliver a theoretical
orientation perspective for those authorizing, leading, assisting, or inferring assessments
mutually walled by consumer behavior settings and the service quality purview, employing
the ILR method. Though, the contemporary evidence-based extant studies have directed
researchers to several literature review approaches, namely qualitative reviews, the SLR,
and meta-analysis, yet, assessment methodologies, concept developments, and illustration
interpretations continue to be poorly voiced. By adopting the ILR method, a remarkable
contribution can be incorporated in a translucent way that has not been adequately investi-
gated in other methodologies [16]. During the preceding decades, new demanding and
integrative methods led research studies in expanding multiple research domains. As a
result, an enhanced arrangement to disclose problems categorized in the context of the
ILR method, is created. Additionally, the present researchers have focused more on the
fundamental orientations, methodologies, and theories, which can be further investigated
by future researchers [17].
The research questions framed for this study are:
RQ1: What are the crucial factors that affect consumer behaviors in the service indus-
tries, in multi-country contexts?
RQ2: To what extent do these factors affect the overall consumer behaviors in the
service industries?
RQ3: What are the key theories, contexts, and methodologies found in the extant
literature on consumer behaviors in the service industries?
To address the stated research questions for discovering a fresh viewpoint, the research
objectives are as specified:
1. To pinpoint the significant factors affecting the consumer behaviors in the service
industries by critically analyzing and reviewing the existing literature.
2. To offer acumen related to consumer behaviors in the service industries through the
extraction and review of selected articles, using the ILR method.
3. To identify the future directions of study by offering insights in the line of theory,
context, and methodology, through the formulation of a research agenda, for further
investigation.
To meet these stated research objectives, the ILR method will be used as this method
is proven to be a beneficial approach to understanding the key terminologies in consumer
behavior research. This will further assist future researchers in their future research en-
deavors by enlightening their overall knowledge of this domain of research. With the
application of ILR, this research study will offer a point of view that will be helpful in
business research-related studies. The ILR is the right approach that accords experimental
research and non-experimental research, through its amalgamation, delivering a remark-
able contribution to gathering relevant articles, as per the research theme. For the data
assortment advancements and the data extraction, in the ILR method-based research, new
strategies have been established. The present study has been outlined, as per the stated
sections: The first section is all about the need for the research, a brief introduction to
the research theme, and the purpose of the study. The second section outlines the re-
search approach used for searching the relevant articles. The literature and theory are
explained in the third section, which will offer the outline of this research study. The key
findings are discussed in the fourth section, discussing various notable explorations of the
studies. The fifth section provides future directions of the research, to assist academics
and researchers in their upcoming research studies. Finally, the sixth section outlines the
concluding observations of the study, followed by the references.
2. Research Approach
In this second section of the study, the research approach adopted and implemented
to search, select, and download the articles, per the research theme, is discussed. To achieve
the research study objectives, the relevant articles will be identified, and the selected articles
will be downloaded and analyzed. By employing the integrative literature review (ILR)
methodology, key theory, context, and methodology will be identified, to comprehend the
critical factors influencing consumer behavior in service settings. However, there are many
approaches to the literature review, such as theory-based reviews [18,19], theme-based
reviews [20,21], framework-based reviews [22,23], theory development reviews [24], hybrid
reviews [25], bibliometric analyses [26], and meta-analyses [27]. Moreover, a systematic
literature review (SLR) can be approached in a myriad of ways. For this study, an inte-
grative literature review [28] methodology is used as it is a multi-faceted type of review
approach and it predates other constant tracking and systematic approaches, and it is very
similar to that used in the SLR [29]. By using the ILR method, one explores the available
substantiation vis-à-vis a certain phenomenon, in a way that pinpoints the budding research
gaps that are requisite to be talked about in the consequent study. As an ILR encapsulates
numerous categories of substantiation with diverse approaches and offers a wider, more
comprehensive outlook of a theme, than the SLR approach [30] covering several research
questions or propositions [29]. In addition to this, the ILR methodology permits the re-
searcher to outshine the process of analyzing and synthesizing the key findings of the
primary studies [29] and documents the amalgamation of the qualitative and quantitative
data, thus permitting a comprehensive understanding of a specific phenomenon [30,31].
Conversely, it is clear that the strength of an ILR methodology lies in summarizing the
key findings of the manifold types of substantiation, talking through a research problem
and could, consequently, be the desired type of review methodology to provide a more
comprehensive outlook of a theme enlightening the understandings [32]. Hence the ILR
methodology is the more adequate approach to reach the research goals of this study.
Review Protocol and Data Screening

To search and identify the relevant articles for the study, researchers incorporated
search strategies in two steps. Firstly, keeping the central research idea in mind, the articles
were scrutinized using two electronic databases, i.e., Scopus and Web of Science.
Additionally, in order to refine the search for the relevant articles, researchers used
“consumer behavior in the service sector/industry” as search terms. Initially, “consumer
behavior/consumer behavior” was typed as search terms and, as the result of the first step,
5279 articles were found. Then, the second step was executed using the specific search
strategy as stated:. For the abstract section of the articles, “model of consumer behavior
in the service sector” was used as the search term and for the remaining sections of the
articles; “factor of influence” was used to search and select articles. The inclusion and
exclusion criteria were applied to extract the most suitable articles. In the inclusion criteria,
articles from 2001 to 2020, as a publication period, were searched, and journals listed in the
Q1 category were only included.
The document type was selected as “article” and “English” as the language type, along
with “marketing” as the field of study. In the exclusion criteria, articles published before
2001 were excluded, and articles related to service industries other than retail, hospitality,
education, food service, banking, financial services, and insurance (BFSI) industries, were
excluded. As a result of the second step, 143 articles were identified. Finally, 120 articles
that matched the research theme were selected, as specified in Table 1 and Figure 1, showing
the search and selection strategy in the form of a flowchart of the study selection process.
The list of journals used for the search and selection of the articles using two electronic
databases is tabulated in Table 2.
Table 1. Search strategy employed.
Search Criteria for the Final

Electronic No. of Articles Results of the
Search Field Search String Employed Extraction of the Relevant Selection of
Databases Identified Article Screening
Articles Articles
Inclusion:
• Publication period:
From 2001 to 2020
• Journals listing: Q1
category
• For the Abstract • Document type:
section of the Article
articles, “model of • Language: English
consumer behavior • Field of study:
in the service sector” Marketing
1. Web of
Abstract, Title, was used as the
Science 5279 articles Exclusion: 143 articles 120 articles
and Keywords search term.
2. Scopus • Articles published
• For the remaining
selection of articles; before 2001.
“factor of influence” • Articles related to
was used to search sectors other than
and select articles. retail, hospitality,
education,
foodservice,
banking, financial
services, and
insurance (BFSI),
were excluded.
articles; “factor • Articles related to sectors other
of influence” than retail, hospitality, education,
was used to foodservice, banking, financial
search and se- services, and insurance (BFSI),
lect articles. were excluded.
Figure 1. Flowchart
Figure of of
1. Flowchart thethe
study selection
study process,
selection to to
process, identify thethe
identify relevant articles.
relevant articles.
Table 2. List of journals used for the search and selection of articles using the Web of Science and
Table 2. List of journals used for the search and selection of articles using the Web of Science and
Scopus databases.
Scopus databases.
List of Journals Searched
List ofYear:
Journals Searched Articles Articles Articles
S. No. (Search Parameters Used: 2001 to 2020, Document Type- Articles Articles Articles
S. No. (Search Parameters Used: Year: 2001 to 2020, Document Type-Article, Found Identified Selected
Article, Category-Q1 Journals, Language-English, Area-Marketing) Found Identified Selected
Category-Q1 Journals, Language-English, Area-Marketing)
1 Journal of the Academy of Marketing Science 11 5 3
1 Journal of the Academy of Marketing Science 11 5 3
2 Journal of Marketing 54 3 3
2 Journal of Marketing 54 3 3
3 Journal of Interactive Marketing 36 2 0
4 3 Journalof
Journal ofMarketing
Interactive Marketing
Research 36
92 32 0 0
5 4 Journal of Marketing
Journal of RetailingResearch 92
162 13 1 0
6 5 JournalJournal
of Consumer Research
of Retailing 87
162 01 0 1
7 6 Journal
Journal of Advertising
of Consumer Research 18
87 20 0 0
8 7 International Journal
Journal of Advertisingin Marketing
of Research 25
18 02 0 0
9 Journal of Retailing and Consumer Services 294 26 25
8 International Journal of Research in Marketing 25 0 0
10 Journal of International Marketing 245 1 1
9 Journal of Retailing and Consumer Services 294 26 25
11 International Marketing Review 14 1 1
10 Journal of International Marketing 245 1 1
12 Marketing Science 106 1 0
13 11 International Marketing
International Journal Review
of Advertising 14
3 31 3 1
14 12 Journal of Marketing
MarketingScience
Management 106
153 11 0 0
13 International Journal of Advertising 3 3 3
14 Journal of Marketing Management 153 1 0
15 Journal of Public Policy and Marketing 2 0 0
16 Journal of Services Marketing 424 16 15
Table 2. Cont.

Articles Articles Articles
S. No. (Search Parameters Used: Year: 2001 to 2020, Document Type-Article,
Found Identified Selected
17 Journal of Advertising Research 6 1 1
18 Marketing Letters 14 0 0
19 Information and Management 12 1 0
20 Journal of Business Research 561 10 10
21 Current Issues in Tourism 106 2 2
22 Journal of Travel & Tourism Marketing 61 1 1
23 International Journal of Hospitality Management 94 2 2
24 British Food Journal 87 4 4
25 Information Technology & People 23 1 1
26 Food Quality and Preference 18 1 0
27 Young Consumers 12 1 1
28 Tourism Management 132 1 1
29 Journal of Cleaner Production 36 3 3
30 Multisensory Research 22 1 0
31 Electronic Commerce Research and Applications 46 1 1
32 Journal of Business Ethics 92 1 1
33 Appetite 43 2 2
34 International Business Review 61 1 1
35 Business Strategy and the Environment 34 1 1
36 European Journal of Marketing 162 3 3
37 International Journal of Contemporary Hospitality Management 133 3 3
38 Journal of Product & Brand Management 159 5 5
39 Review of Managerial Science 21 1 1
40 Journal of Consumer Marketing 102 3 3
41 Tourism Review 66 1 0
42 Service Business 11 1 1
43 EuroMed Journal of Business 129 2 2
44 Journal of Marketing Communications 121 1 1
45 Corporate Social Responsibility and Environmental Management 71 1 1
46 Journal of Transport Geography 7 0 0
47 Internet Research 123 2 2
48 Heliyon 18 1 1
49 Journal of Air Transport Management 14 0 0
50 International Journal of Quality & Reliability Management 51 1 0
51 European Journal of Operational Research 62 0 0
52 European Management Journal 81 1 0
53 Journal of Service Theory and Practice 28 0 0
54 Decision Support Systems 46 1 1
55 Journal of Service Management 91 1 0
Table 2. Cont.

Articles Articles Articles
S. No. (Search Parameters Used: Year: 2001 to 2020, Document Type-Article,
Found Identified Selected
56 Journal of Global Fashion Marketing 14 1 1
57 International Journal of Tourism Research 78 1 1
58 Journal of Consumer Psychology 138 1 1
59 Managing Service Quality: An International Journal 62 5 4
60 International Journal of Fashion, Technology and Education 25 0 0
61 Global Environmental Change 33 1 1
62 Journal of Service Research 81 1 1
63 Development Policy Review 24 1 1
64 Journal of Hospitality and Tourism Insights 61 1 1
65 International Journal of Culture, Tourism and Hospitality Research 36 1 0
66 Annals of Tourism Research 27 1 0
67 Service Science 18 1 1
Total 5279 143 120
The downloaded articles were analyzed to frame the overview of the study and find
the key factors affecting consumer behaviors in the service industry. For proposing further
research studies, the authors used the TCM (Theory (T), Context (C), and Methodology
(M)) framework [33]. This further investigation would assist researchers and marketers in
their future endeavors, in the context of the research theme.
The next section presents the literature and theory, based on the review of the extant
literature.
3. Literature and Theory

In this section, the literature and theory, based on the review of the extant literature
and the related general trends on the research theme, namely “consumer behavior in the
service industry” are discussed.
3.1. Overview
3.1.1. Customer Relationship Management
A UK-based research study identified privacy and confidentiality as significant chal-
lenges for maintaining a cordial relationship with customers. These challenges and vari-
ations on the consumer’s power characteristics could be further used to find a better
solution for building and managing the long-term relationship with new and existing
customers, which might act as a ladder to the future success of businesses [34]. The re-
searcher carried out his study by adopting attitude and knowledge as two parameters
for enhancing the customer relationship management (CRM) knowledge. A privacy grid
was developed that was later converted into four diverse forms of marketing strategies
and market circumstances. CRM practitioners would have better assistance from this grid,
to plan their roadmap for CRM. The types of facts distributed and remarkable advances
were observed as the direct assumptions of repurchase behaviors in CRM. Illustrations
based on the assumptions suggested that it collaborated with the system that positions the
repurchase behavior into a comprehensive and widespread structure, due to the flattened
classification [34]. Further, it had been identified that in the US and Germany, factors
were built on laddering dialogues. To evaluate the interrelation and connotation of drivers
over a public likelihood, test was administered to customers. The proposed framework’s
periphery settings that were accountable for diverse types of services were investigated,
and the display of the diverse repurchase customers’ behaviors was uneven, in the service
sectors [35] Hence, there was a need for upgrading the knowledge for this. When a video is
created for marketing-related activities, significant variations in the video content influence
the developer, if the developer is a layman or expert; hence, it matters a lot to the study.
A study in the US was conducted to understand the degree of changes observed by the
impact of the video.
To summarize, it could be concluded that the skill set of the developer matters in
order to obtain better results. Principally, one video-sharing website, YouTube, acts as an
emerging media channel for drivers, such as developer attitudes towards video, behavioral
intention, and issue importance [35]. A public service announcement (PSA) video proved
very fruitful, due to the nature of the developer with relation to the multi-country contexts.
Human interactions with consumers had a long-lasting impact on the psychology of
consumers, as per a study conducted on the service channel [36]. These were the study’s
significant findings, which could help marketers, in the long run, to manage CRM efficiently.
In the context of the Italian retail sector backdrop, preceding studies could decisively signify
the best equilibrium of human and digital services. The study analyzed the challenges
faced by consumers during their contact with technically sound Italian retail companies’
in-store services. The service channels’ determinants that had driven the human and digital
touchpoints affirmed its crucial role in shaping the consumers’ preferences in the context
of alternatives for in-store retail settings. It further entailed a better understanding of the
disruptive transformation on retail by highlighting the innovative and game-changing
initiatives, and integrating machine and human touchpoints, to offer better services to
consumers [36]. Japan’s retail and services sectors examined that managing efficient
customer relationships had a great impression on the loyalty of customers, client retention,
employee convenience, and the effective implementation of client relations that are reliant
on the adoption of information technology [37]. Therefore, managing well-organized
client relations depended on adopting advanced technology and commitment, to deliver
efficient services. Moreover, managing relationships with customers is critical, and in
today’s scenario, return on value is influenced by CRM practices which need to be further
explored [37].
3.1.2. Consumer Loyalty and Consumer Commitment

Findings on American consumers validate the perceived implementations and cus-
tomer sentiments in disruptive retail landscape scenarios, that influence their loyalty. In
the various types of research, it has been proven that sentiments are necessary for the
in-service experience. Even though the theoretical model has a significant influence on
disconfirmation in research and administrative practices, various inspections have revealed
that changes in the loyalty of consumers’ disconfirmation has not given a clear idea. With-
out customers’ sentiment measurement, buyer responses related to their purchase-related
involvements, cannot measure, based on their commitment [38]. Moreover, in the hotel
industry perspective, and related to the luxury segments, the dominance and feelings
of pleasure shape customers’ aesthetic perceptions, based on their motivations for the
consumption of luxury services. Canadian customers’ emotions play a significant role in
determining their societal intent and reliability towards service providers. The consumers’
intent to switch their service providers directly impact their commitments, which further
affect their purchase intentions, resulting in differing consumers’ psychological states [39].
Prior literature related to consumer behaviors, portrayed customers’ commitments as a
catalyst in shaping their repurchase intention. To enhance the knowledge on customer
retention, the detailed investigations on consumer commitment forms were missing. How-
ever, researchers conducted similar research to uncover the service provider’s determinants
for driving consumer loyalty, for many years. Due to these paradigm shifts, researchers
conducted more research on the transactional variables instead of the relational variables,
and hence, the relational variables need to be explored in more detail [40]. It was examined
that the technology acceptance model used a lot in preceding research studies. The existing
studies attempted to uncover the effect of the perceived service quality and perceived
usefulness on the ongoing intention and motivation for retailers to uncover the impact
of diverse customers’ outlooks regarding their service experiences and perceptions in the
retail perspective. Hence, consumer loyalty and consumer commitment in the service
sectors require further exploration [40].
3.1.3. Consumer Services

In different service environments, an inadequate examination discovered the signif-
icant concepts related to service administration. The jurisdiction of the procurement of
goods and services was piloted in numerous UK cities. It was concluded that consumers
prefer to purchase new goods and services from the retail outlets directly, as their first
preference. In contrast, they prefer to indirectly purchase existing goods and services,
as a second preference, during promotional offers, because of their financial obligations.
However, while making buying decisions for services, consumers prefer word-of-mouth
information, instead of company-sponsored advertisements. An existing American study
revealed consumers’ opinions about their shopping habits and purchase intentions re-
flected a shift in the consumers’ commitments and purchase intentions towards goods and
services. To influence consumers’ shopping habits, retailers offered a quality of services by
enhancing their comfort of shopping through memorable service experiences [41]. In the
scholarly studies, it was further explained that venders were tirelessly making efforts to
enhance physical in-store purchasing for their shoppers wherein the client preparations’
convenience and physical shop endorsement approaches developed purchasing conve-
nience, irrespective of the ongoing situation in the emerging markets [42]. A study based
on shoppers in European Union countries, and gauging their capabilities and necessities,
was conducted in the culinary management segment in the service industry context. The
four countries, namely Latvia, Poland, Ukraine, and Lithuania, were studied, in order
to review clients and purchaser practices [43]. The examination was a combination plan
that stated how shoppers reacted towards issues motivating their attentions, inversely.
Shoppers and users were divided on using cooking channels and community platforms for
influencing their buying patterns [43]. In the cooking services related to local businesses,
these valuations furthermore concerned the developments of culinary businesses. The pre-
vious investigation revealed that the concern for expression was extraordinary in Asia and
other continents. The critical incident technique (CIT) was used in service environments to
identify customer behaviors in culinary management. American researchers discovered the
different forms of customers’ positive and negative responses towards the service quality.
It was observed that there was a need for a detailed probing on the ways of handling
consumer service encountered challenges across the service settings, empirically [44].
3.1.4. Consumer Behavior and Customer Satisfaction

A behavioral study, based on Australian clients, examined that the degree of changes
in consumer behaviors was dependent on their overall satisfaction level. Thus, during
the service involvement, consumer acquisition and retention strategies could be modified,
intensified, and co-existing. For example, consumers in Egypt revealed that a better service
quality changed consumers’ traits and shopping preferences which further shaped their
shopping experiences, resulting in the enhancement of the levels of customer satisfac-
tion [45]. Therefore, retailers could utilize this understanding of consumers in framing their
marketing strategies, to ignite the buying eagerness among Egyptian consumers [46]. A
similar study conducted in China also revealed that consumers were generally assessed by
the quality of the services offered by the companies before making any buying decision.
However, electronic word of mouth (eWOM) explored that shoppers’ expectations were
influenced by helpful information, based on the intention of buyers, the source authenticity,
etc [47]. Moreover, the trustworthiness and authenticity of the recommendations and re-
views could affect the client’s conduct for the E-commerce sites. Further, website popularity
was influenced by the quality of the services, delivery, and the E-commerce platform’s
product suggestions [48]. Ease of shopping and flexibility in using E-commerce platforms
was observed among Malaysian consumers who altered their buying decision-making
process. Satisfied customers shared better comments and positive feedback about their
overall purchase experiences, which further acted as a supporting tool for creating eWoM,
by advertising the E-commerce platforms digitally [49]. In the present scenario, the advent
of new technology and smartphones has turned into an advanced lifestyle.
Limited studies are available on the role of new technology in influencing consumer
behaviors. In virtual settings, consumer buying behaviors are intruded upon by various
factors, such as reviews, comments, website popularity, and ease of shopping. Additionally,
consumer conduct was examined using the behavioral perspective model [50]. Organi-
zations brainstormed how to make product designing more appealing and eco-friendly,
to make customers feel good. In the same line, a UK-based study was conducted to un-
derstand and uncover the various insights related to consumer behaviors and product
design, on their environmental impacts. It disclosed the significance of the improvements
in product designing for a better growth perspective. This would further help in boosting
the carbon footprint. It was concluded that different consumer behaviors and design
innovations acted as key players in addressing and balancing the global environmental
issues in pharmaceutical and healthcare products [51]. Another UK-based study conducted
on consumer behaviors examined the impact of the involvement of personal values, on
e-shopping. Individual consumer attitudes were found to be an undeviating predicator
towards e-shopping behaviors. This acted as an intervening relationship between consumer
behaviors and personal values [52]. E-retailers positioned e-shops by adopting practical
approaches to fulfill customers’ needs, by utilizing the relationship among consumer at-
titudes, consumer behaviors, and personal values. In addition, E-retailers designed and
implemented their retail strategies to boost store performance by analyzing store layouts.
Furthermore, it proved to be a new framework for understanding consumer behaviors.
Organizations monitored consumers’ behaviors using innovative IT tools, which play a
significant role in designing store layouts [53]. The overall perceived price had no direct or
positive effect on customer satisfaction, although customer satisfaction levels were directly
and positively impacted by the perceived quality. These findings witnessed a penetratingly
competitive environment which encouraged organizations to focus on attaining customer
satisfaction through better services and getting the desired outcomes in the long run. In this
way, better customer experiences would ensure meeting the different levels of customer
satisfaction by utilizing available resources efficiently at little or no expense. Hence, to
ensure the customer satisfaction attainment levels, the total perceived price and perceived
quality had been found among the key antecedents [54]. In consumer behaviors, the scarcity
of resources has been broadly recognized as a catalyst in determining the demand levels,
leading to decreased customer satisfaction. A further study projected that scarcity should
increase the evaluation and subsequent advancement of communication in the perspective
of consumer behaviors [55–57]. An investigation conducted in Canada explored that the
faithfulness of clients tended to be higher among service sector consumers. In the service
sector, customers generally have better service experiences, resulting in higher customer
loyalty [58,59]. There is a direct association between European consumers’ conduct and
shopping habits in an offline retail setting, with regards to their utilitarian motivation. As
per the study, a higher level of excitement led to the buyer’s utilitarian motivation. Various
factors of customers’ convenience and customer satisfaction was combined into all kinds of
service settings, to understand consumer behaviors [60].
3.1.5. Brand Influence on Consumer Behaviors

Brand influence and brand trust are positively associated with the perceived ethicality,
on the behavior of consumers. Brand trust is a stimulus to brand influence and denotes a
positive association with brand faithfulness and plays an important role in influencing the
behaviors of consumers. An ethical and socially responsible brand image is anticipated by
the mounting numbers of corporate branding activities, which is witnessed with the growth
in ethical consumerism, resulting in shaping overall consumer behaviors. Conversely, the

questions continue unanswered in the context of different cultures and countries, whether
a corporate brand has its impact on the resulting variables of interest for its products’ brand
or not [61]. Research based on consumer behaviors in Australia identified that consumers’
loyalty and anticipation, and perception towards brands were highly impacted by positive
word of mouth communications. Corporations could control these brand communica-
tions through memorable brand experiences, by influencing consumers through brand
names and psychological thinking [62]. However, the repurchase intention of the brand
was influenced by word of mouth and its associations with factors and numerous trade
supervision types. To establish client expectations, measured communications and brand
names played a meaningful role. Consequently, it influenced customers’ satisfaction and
attitudes towards the brand orientation. Moreover, in all types of administration scenarios,
promoting a corporate brand in the market is challenging as consumers’ characteristics
change drastically, making corporation’s job difficult to influence them using branding
exercises [61]. However, detailed investigations on how brands influence consumer behav-
iors could be more helpful to marketers in enhancing the overall consumer experiences
through better service quality.
3.1.6. Service Guarantee and Consumer Experiences

The assurance of the quality of services greatly influence customer loyalty and con-
sumer experiences in the service industry that act as a trust-building mechanism towards
the brand image [63]. Brands that have been offering guaranteed services to their customers
attain a competitive advantage over existing players. In addition, service guarantees ensure
better consumer experiences, resulting in developing more confidence in the brand while
making buying decisions. Prior studies pointed out that consumer commitments towards
brands played an intermediating role with service reliability, consumer attitudinal loy-
alty, and service assurance. In conclusion, consumer attitudinal loyalty through customer
commitment had direct and indirect relations with service reliability. In the context of
the hospitality sector, a model was formed which revealed the extent of the consumer
experiences’ impact over the perceived value of consumers, with the formation of con-
sumer experiences [63,64]. The publicized results of this study concluded that there was a
significant and constructive association of the perceived value with human and physical
environment linkages, which further affected the stay of guests in hotels, apart from the
social stimulus impact. In the aggressive global business environment of the service sector,
companies offered an exceptional quality of goods and services, which resulted in matchless
customer experiences. However, the biggest obstacle was to offer memorable and unique
consumer experiences to the hotel guests. Hence, it became crucial to comprehend how
they influenced consumers’ perceived values. Therefore, customer loyalty was not affected
directly by a service guarantee. A similar finding was found by the Nigerian researchers,
in which they attempted to understand the overall impact on consumer experiences, and
they found that customer loyalty was not directly linked with service assurance [64].
Key theories employed in consumer behavior studies were investigated, based on
the review of 120 articles. Table 3 and Figure 2 demonstrated an overview of the most
commonly used theories related to the research studies of consumer behaviors in diverse
service and geographical settings.
Table 3. Theories employed in consumer behavior studies.
Theory No. of Articles % Exemplary Studies

Consumer Behavior and
46 38.3 [45–48]
Customer Satisfaction
Consumer Services 20 16.7 [41–44]
Service Guarantee and
20 16.7 [63,64]
Consumer Experiences
Consumer Loyalty and
13 10.8 [38–40]
Consumer Commitment
Sustainability 2022, 14, x FOR PEER REVIEW 12 of 29
Customer Relationship
11 9.2 [34–37]
Management
Brand Influence 10 8.3 [61,62]
Note:Brand Influence
The reported frequencies are10
based on8.3 [61,62]
most the appropriate studies from 120 selected articles.
Note: The reported frequencies are based on most the appropriate studies from 120 selected articles.
Theories employed in Consumer Behavior

studies
50 46
40
30
20 20
20 13 11 10
10
0
Consumer Consumer Service Consumer Customer Brand
Behavior & Services Guarantee & Loyalty & Relationship Influence
Customer Consumer Consumer Management
Satisfaction Experiences Commitment
Figure2.2.Theories
Figure Theoriesemployed
employedin
inconsumer
consumerbehavior
behaviorstudies.
studies.
Classifiedinto
Classified intosix
sixgroups,
groups, along
along with
with thethe number
number of articles
of articles thatthat matched
matched appropri-
appropriately,
ately,customer
were were customer relationship
relationship managementmanagement (11), consumer
(11), consumer loyalty
loyalty and and consumer
consumer commitmentcom-
mitment
(13), (13), consumer
consumer services
services (20), (20), consumer
consumer behaviors behaviors and customer
and customer satisfaction
satisfaction (46),
(46), brand
influence (10), and
brand influence service
(10), guarantee
and service and consumer
guarantee experiences
and consumer (20). Marketers
experiences were
(20). Marketers
supposed to understand
were supposed the overall
to understand consumer
the overall behaviors
consumer and the ways
behaviors to satisfy
and the ways to them, in
satisfy
order
them,toindeliver
order to unique and
deliver memorable
unique service experiences.
and memorable service experiences.
The
Thenext
nextsection
sectionprovides
providesthe thekey findings
key findingsand discussions,
and discussions,based on the
based on review of the
the review of
extant literature
the extant statedstated
literature in section three. The
in section fourth
three. The section
fourth also talksalso
section about theabout
talks key findings,
the key
based on services
findings, based onand the geographical
services settings settings
and the geographical exploration in the consumer
exploration behavior
in the consumer be-
studies, notable explorations of the study, and the sector-wise detailed results
havior studies, notable explorations of the study, and the sector-wise detailed results of of the study.
the study.
4. Findings and Discussions
This section
4. Findings provides the significant extracted findings and its discussion, based on
and Discussions
the review of selected articles.
This section provides theThe prior researchers
significant extracted deliberated
findings andonitsnumerous factors
discussion, basedthat
on
distress consumer behaviors in various sectorial settings that impact customer retention,
the review of selected articles. The prior researchers deliberated on numerous factors that
service delivery, and service quality. The key findings and their discussions were stated in
distress consumer behaviors in various sectorial settings that impact customer retention,
the sections below.
service delivery, and service quality. The key findings and their discussions were stated
in the sections below.
4.1. Consumer Perception and Consumer Attitude

The young generation’s behavior, observations, and outlooks for online banking ser-
vices were observed in a UK-based study, by collecting data from computer-literate stu-
dents pursuing a degree, at a college level. It was identified that the young generation had
a positive outlook towards online banking service quality that further positively influ-
4.1. Consumer Perception and Consumer Attitude

The young generation’s behavior, observations, and outlooks for online banking
services were observed in a UK-based study, by collecting data from computer-literate
students pursuing a degree, at a college level. It was identified that the young generation
had a positive outlook towards online banking service quality that further positively
influenced the customer satisfaction level and customer loyalty. Furthermore, the young
generation was the most influential user group [65]. Furthermore, the study revealed that
the individual exposure to the brand was highly affected by the opinions of other clients.
Simultaneously, the association between the brand exposure related to the services and
opinions of other clients and the service brand exposure had been mediated by a customer’s
state of mindfulness. Moreover, brand exposure related to the services encouraged the
customer response towards the online banking services [66]. Prior investigation in the retail
industry perspectives specified that customers were perceived, based on their behavior,
outlook, appearance, and resemblance with other individuals during the buying process.
A study conducted in China used an extended technology acceptance model (TAM) that
included the quality of the website and brand equity as elements of the observed flexibility
of usage and observed effectiveness. The intent of Chinese buyers was influenced by the
website quality, the customers’ recommendations, and the service quality while using
a mobile application for purchasing clothes [67]. Furthermore, the suggested expanded
TAM model was inspected to test the assumptions, and a multiple regression method was
applied. Brand value elements positively influenced the perceived usefulness of Chinese
customers. Furthermore, brand commitment and the customer perceived value acted as
determinants for shaping consumer attitudes towards service providers [67].
A study based on the Indian perspective showed that consumers’ attitudes towards
purchasing organic food was influenced by fitness, accessibility, and learning. Customer
satisfaction for organic food was more significant than other kinds of food. However, vari-
ous other factors influencing customers’ satisfaction levels sought a further investigation.
A Malaysian research finding related to online food delivery services examined consumers’
approaches towards organic food buying. The association amongst the hedonic motiva-
tion, prior online purchase experience, post-purchase usage utility, price saving alignment,
time-saving alignment, and behavioral intent towards organic-food buying, limited the
exploration to uncover the critical factors affecting customers [68]. Nowadays, Argentinian
customers prefer those retailers over others who have better deals and varieties of products
in their stores, to meet their needs and wants. Customers’ buying behaviors vary from
time to time, depending upon the overall purchase experiences and ongoing promotional
campaigns launched by retailers. These grocery stores’ customers from Argentina are not so
motivated to buy items, such as red meat, bread, and fresh leafy foods, as their convenience
comes first. Hence, they visit those grocery stores that greet and treat them properly and
count the individual customers’ needs and wants by inclining their preferences. Moreover,
the customers’ predispositions and incomes shape grocery stores’ dispersions, globally
rapidly, due to which the retail segments’ growth has registered tremendous growth [69].
4.2. E-Customer Behavior

In New Zealand, the findings from web auction sites revealed that the satisfaction
of consumers was highly influenced by the service quality. Moreover, mediators between
customer loyalty and fulfillment were brand commitment, whereas the customer’s belief
and participation were partial mediators between customer loyalty and customer satisfac-
tion. Furthermore, the apparent value was proven to be a complete moderator for customer
loyalty and fulfillment, in the context of service quality for web auction sites [70]. In the
last few years, the extraordinary development of E-commerce has defined the growth of
numerous businesses globally. In Sweden, usability tests and focus group discussions have
revealed that technological know-how plays a significant role in the efficient delivery of
services in the service industry. Moreover, the study’s findings convey how E-customer
behavior is influenced by the innovation of services, shows a path of E-customer journey,
and offers a basis for refining the customer experience management while planning inno-
vative online services [71]. Colombian retail sectors have gained a fortune by rejuvenating
traditional retailers that stand up against E-retailer rivals by pushing the service scapes
design on the path of growth. Social and physical environments work together to spread
the opulence links for curative service scapes, which support the advancement of the retail
sector in Colombia [72]. However, another Colombian research report stated that there is
no clear-cut association between traditional customers and the virtual customer experience
and there is an essential tranquility in the accustomed retail background. This significantly
impacts the digital informal objectives and predictions of the traditional retail customers.
Contrary to these stated findings, the disseminated messages, as a communication tool,
had noteworthy contributions in the predictable retail background. Moreover, Colombian
consumers generally preferred the traditional method of customer opinion rather than
modern customer communication platforms [73]. Online customer contact points were
more prevalent among customers and vendors than traditional customer contact points. It
was the quickest and most efficient communication method for communication among the
company, customers, and vendors [73,74].
4.3. Cross-Channel Environment

In today’s retail environment, retailers offer retail services globally through multiple
channels (physical and virtual channels), including cross-channels or omnichannels. Re-
tail customers in Italy use traditional platforms to express their non-purchase attitudes
through negative online comments and dislikes after encountering awful brand experiences.
Though non-purchase attitudes are positively influenced by negative word of mouth in
a cross-channel environment, customers’ grievances negatively impact their repurchase
intention [75].
4.4. Service Satisfaction

Service satisfaction levels of South African customers differ from one cultural setting
to another, and the customer-to-customer communication that affects service fulfillment
related to retail services, is due to customers’ positive and negative responses. Further,
customer-to-customer communication influences the service fulfillment and outside con-
nection improves the agreement with socially incompatible buyers and the accepting “inter-
action” is crucial within progressively multiethnic markets. Though multi-cultural, it needs
further investigation related to a particular area, the term has been slightly demarcated,
and hence it is essential to throw light on it [76].
4.5. Consumer Behavior and the Decision-Making Process

Previous research studies on service settings have discovered numerous factors that
transform consumers’ behaviors over time. The same findings were observed in a research
study on UK consumers, probing their buying decision-making process. Digital purchase
systems influenced consumers’ buying decision processes, to a greater extent. Preceding
studies disclosed the variations in E-consumer behavioral styles. Length, number of choices,
number of cycles, and measures were observed as the four epitomes of E-consumer behavior.
Moreover, these observations develop different competencies among E-consumers. E-
retailers act as a glue to strengthen their association with customers by ensuring a better
service quality, leading to the alteration in consumer behaviors [77,78]. Spanish customer
behaviors critically evaluated the differences in customer conducts in virtual and physical
settings. Additionally, the study reflected the standard of living and the customer value
as the main elements that affected customer attitudes and conducts. Clients’ purchase
intents and behavioral patterns were influenced by the technological know-how and brand
transformations [79]. The strong association between customer conduct and customer value
shaped the future behavioral intent of E-consumers. Indian consumers helped E-retailers in
understanding the socio-cultural factors’ determination [80]. In general, hostile consumer
behavior was not probed in detail, and hence, it might be more disposed to unprincipled
consumer behaviors. Moreover, existing ongoing studies, based on unethical consumer

behaviors, were used predominantly by numerous researchers in their studies.
4.6. Shopping Comfort and Fulfillment

The exploration conducted on Taiwanese customers in a research study, validated
that introverted gains and shopping comforts enrich social objectives among consumers.
Moreover, shoppers’ social aims were related to different shopping comforts, and fulfillment
plays a crucial role in their brands [60]. Moreover, French customers are judged by their
argumentative magnitudes of excitement which further motivates store owners to improve
the in-store shopping experiences of customers. As a result, retailers emphasize delivering
unique and enriching shopping experiences by offering exceptional service quality, better
deals, and product varieties, to deliver shopping comfort [60].
4.7. Service Quality, Customer Satisfaction, and Service Delivery Experience

Service delivery experience and service quality influenced consumers’ intentions to
visit service providers in Spain [81]. The impact of specific service quality measurements
assisted service providers in Greece in planning how to improve customer satisfaction.
Tangibility, empathy, and reliability were indeed connected to the satisfaction of bank
customers that might further enhance their loyalty [82]. However, from the international
banking perspective in different cultural environments, a little investigation was carried
out, related to the administration excellence assessments on customer satisfaction and
loyalty. A Turkey-based study on 13 banks threw light on the administration excellence
measurement and retrieval of service challenges in service environments [83]. The fail-
ure of services, inconvenience, and services pricing were crucial factors that influenced
Singaporean bank customers to switch to other banks that offered better service quality
and affordable pricing. Among all of the factors, pricing was a more dominant factor on
which banks should focus more, so that customers could be satisfied and retained for a
longer time [84]. The Indian consumer engagement behavioral study identified a distinct
influence on service quality, service equality, and customer engagement towards service
accessibility. Furthermore, it was identified that service accessibility influenced the service
excellence and service administrational settings. Customer engagement was found as a
controlling variable for service accessibility. However, in the retail environment, service
channels and their role to engage customers remained unexplored [85]. American orga-
nizations’ existing marketing approaches could be revamp by focusing more on building
and maintaining better customer relationships. However, rare information was available
about how companies outside America could create good relationships with customers [86].
Online quality measurements adopted by service providers influenced Indonesian cus-
tomers’ satisfaction, trust, and behavior [87]. The quality of E-service was influenced by
three critical measurements: website design, privacy/security, and customer loyalty. Indian
Luxury hotels’ investigations revealed that service quality was a powerful instrument to
improve the consumer commitment towards services.
Further, excellence in delivering services had a constructive influence on the con-
sumers’ commitment and their brand involvement. It was highlighted that gender played
a vital moderating role in measuring the quality of service. Consumer experiences related
to brand commitment can vary from one country to another in cross-cultural settings [88].
Based on the review of 120 articles, the contexts explored in the research of the consumer
behavior studies expressed, in the form of service settings and geographical settings, are
shown in Table 4 and Figure 3. Retail, hospitality, education, food service, banking, financial
services, and insurance (BFSI) services were the identified sectors.
Table 4. Services investigated in the consumer behavior studies.
Service No. of Studies % Exemplary Studies

Retailing
Offline retailing 45 37.5 [61,67,89–94]
Online retailing 12 10.0
Banking, Financial Services and
14 11.6 [56,83–85,95,96]
Insurance (BFSI)
Hospitality 5 4.2
Sustainability 2022, 14, x FOR PEER REVIEW Airline 5 4.2 16 of 29
Hotels 6 5.0
[39,60,68,93,97–99]
Restaurants 1 0.8
Resorts 17 14.2
Resorts
Other hospitality services 17 14.2
Other
Food hospitality services
service 8 6.7 [100–105]
Food service
Education 3 8 2.5 6.7 [100–105]
[106,107]
Education
Industry not explicitly stated 4
3 3.3
2.5 [106,107]
[57]
Industry
Note: The reported not explicitly
frequencies stated
are based on 4 from 120 3.3
the most appropriate studies selected articles.[57]
Note: The reported frequencies are based on the most appropriate studies from 120 selected articles.
Articles Distribution by Service settings

Industry not explicitly stated 4
Retailing-Online 12
Retailing-Offline 45
Other Hospitality services 17
Hospitlity-Resorts 1
Hospitality-Restaurants 6
Hospitality-Hotels 5
Hospitality-Airline 5
Food service 8
Education 3
BFSI 14
0 10 20 30 40 50
Figure3.3.Article
Figure ArticleDistribution
Distributionby
byService
Servicesettings.
settings.
ItItwas
wasobserved
observedafterafterthe
theanalysis
analysisof
ofall
all of
of the
the articles
articles that
that consumer
consumer behavior
behaviorresearch
research
studies were
studies were primarily set set in
inthe
theretail
retailservice
servicesector,
sector,i.e., offline
i.e., and
offline and online retailing
online retailing(57
(57 studies,
studies, 47.5%
47.5% of allofstudies)
all studies) andhospitality
and the the hospitality
service service
sector,sector, i.e., airlines,
i.e., airlines, hotels, hotels,
restau-
restaurants, resorts,
rants, resorts, and other
and other hospitality
hospitality services
services (34 studies,
(34 studies, 28.4%),
28.4%), and and the other
the other service
service sec-
sectors had 29 studies, with a 24.1% contribution
tors had 29 studies, with a 24.1% contribution of all studies. of all studies.
As
As shown
shown in in Table
Error!5Reference
and Figuresource
4, thesenotstudies
found.were set in various
and Error! Reference geographical
source not
settings, such as
found., these the USA
studies were (23),
set UK (16), Spain
in various (13), China
geographical (8), Australia
settings, such as(7),theIndia
USA(5), (23),Italy
UK
(5), Canada
(16), (3), France
Spain (13), China (8),(3), Australia
Germany(7), (3) India
and other countries
(5), Italy (34). (3), France (3), Germany
(5), Canada
(3) and other countries (34).
Table 5. Countries investigated in the consumer behavior studies.
Country No. of Studies % Exemplary Studies

USA 23 19.2 [61,78,86,90,92,93,97]
UK 16 13.3 [34,50,52,59,105,108]
Spain 13 10.8 [39,95,108–110]
China 8 6.7 [67,94,111–114]
Australia 7 5.8 [45,115–117]
India 5 4.2 [80,88,118]
Table 5. Countries investigated in the consumer behavior studies.
Country No. of Studies % Exemplary Studies

USA 23 19.2 [61,78,86,90,92,93,97]
UK 16 13.3 [34,50,52,59,105,108]
Spain 13 10.8 [39,95,108–110]
China 8 6.7 [67,94,111–114]
Australia 7 5.8 [45,115–117]
India 5 4.2 [80,88,118]
Italy 5 4.2 [36,75]
Canada 3 2.5 [40]
France 3 2.5 [119,120]
Germany 3 2.5 [121,122]
tainability 2022, 14, x FOR PEER REVIEW Others 34 28.3 [47,66,68,70–73,87,98,123] 17 of
Note: The reported frequencies are based on the studies from 120 selected articles.
FigureFigure
4. Article distribution
4. Article distributionby
by geographical setting.
geographical setting.
The The critical factors affecting consumer behaviors in the service industry were identified,
critical factors affecting consumer behaviors in the service industry were iden
as per the diverse geographical settings, such as USA, Italy, Colombia, Indonesia, India,
fied, etc.,
as perand the
thesediverse geographical
were tabulated in Table 6,settings,
in the formsuch as USA,
of a notable Italy, Colombia,
exploration of the relatedIndones
India,articles
etc., and these
on the were
research tabulated in Error! Reference source not found., in the form
theme.
a notable exploration of the related articles on the research theme.
Table 6. Notable explorations of the related articles.
Geographical
uthor (s) Methodology Key Factors Identified
Settings
Consumers’ responses, Shoppers’ perceptions, Shoppin
[90] USA Focus group interviews
convenience, Purchase intentions
Brand hate phenomenon, Cross-channel setting, Non-
[75] Italy Online survey
repurchase intention
Table 6. Notable explorations of the related articles.
Author (s) Geographical Settings Methodology Key Factors Identified

Consumers’ responses, Shoppers’ perceptions,
[90] USA Focus group interviews
Shopping convenience, Purchase intentions
Brand hate phenomenon, Cross-channel
[75] Italy Online survey
setting, Non-repurchase intention
Self-administered Therapeutic service scapes, Customers’
[72] Colombia
questionnaire behavioral intention
E-service quality, Customer satisfaction,
[87] Indonesia Online survey
Customer trust, Customer behavior
[88] India Survey method Customer engagement, Brand experience
E-customer behavior, Innovative service
[71] Sweden Focus group interviews solutions,
Technological advancements
[67] China Online survey Brand equity and website quality
Value co-creation activities
[107] Italy Exploratory factor analysis
Dimensions of consumer value
[86] USA Empirical research Strong emotional tie, Service quality
Convenience stores chains, Consumer
[124] Greece Structured interview method
behavior, Store selection
Search process, Credence services, Consumer
[125] UK Survey method
reports, Information search
[100] India Face-to-face interviews Ecological consumers, Purchase intention
Customer loyalty, Perceived value, Customer
[70] New Zealand Online survey
satisfaction
[126] South Korea Scenario-based experiment Service encounter, Customers’ evaluations
Self-administered Customers’ perceptions, Corporate social
[95] Spain
questionnaire responsibility, Price fairness, Customer loyalty
[83] Turkey Empirical research E-service quality, Consumer research
Pricing, Shoppers’ database, Sales, Traditional
[61] USA Empirical research
grocery store
Repeat purchase drivers, Service relationship
[93] Germany and USA Face-to-face interviews
attributes, Motivational values
CRM implementation, Decision making,
[37] Japan Survey method
Service industries
Service environments, Consumer travel
[127] UK Online survey behaviors,
Service dissatisfaction
Customer satisfaction, Expectations model
[38] USA Experimental research design
Customer responses, Service encounters
Consumer performance in services, Consumer
[59] UK Survey method
satisfaction
Corporate reputation, Corporate image,
[58] Canada Online survey
Customer loyalty
Shopping experience, Consumers’ perceptions,
[128] Singapore Empirical research
Servicescapes
Table 7 states the sector-wise detailed results of the exemplary studies, based on the ex-
tant review of the literature. The summary of the key findings of the exemplary studies were
tabulated, outlining the diverse sector settings and geographical settings.The key service
industries, such as BFSI, retail-offline and retail-online, hospitality-restaurants/airlines/ re-

sorts/others, and food service, were tabulated along with the summary of the key findings
investigated by various researchers.
Table 7. Sector-wise detailed results of the exemplary studies.
S. No. Citation Service Industry Country Summary of Key Findings

• The study was conducted to investigate how technology
1 [129] BFSI USA
impacted the delivery of the US banking service.
• Provided an overview of how the relations between
2 [130] BFSI USA service and consumer units impacted the well-being
consequences of both.
• The study was conducted to investigate how five theory
driven adoption barriers and three consumer
3 [131] BFSI Finland demographics influenced consumer adoption versus
rejection decisions in Internet and mobile banking.
• The study was conducted to identify some of the major
4 [132] BFSI UK risks and fears associated with the Internet in banking
sectors.
• The study provided an overview of the
5 [133] Retail-Offline Czech Republic socio-demographic and spatial determinants increasing
the customers’ visits in stores on a regular basis.
• Used a shopper database to investigate the influence on
6 [134] Retail-Offline USA the sales of a traditional grocery store, due to the entry of
the Wal-Mart supercenter.
• Consumers deliberated on the association between the
7 [135] Retail-Offline Denmark household and product-related factors in a physical store.
• The study was conducted to investigate consumer
8 [136] Retail-Offline Germany behaviors within a consumer encounter between
supermarket shelves.
• The study was conducted to examine the virtual store
9 [137] Retail-Online Greece layout’s perceived ease of use effects on consumer
behaviors.
• The study found that word-of-mouth has a substantial
10 [138] Retail-Offline Australia impact on the brand-reuse intentions only.
• The study found that price and culture directly impacted
11 [139] Retail-Offline India
the local store loyalty.
• The study found that preferences, discouragement, and
12 [140] Retail-Offline Italy motivation factors led to consumers’ interactions with
human or digital touchpoints.
• The study found that women in both Taiwan and China
13 [141] Retail-Offline China go shopping more repeatedly than men.
• It was identified that the communication between parent
14 [142] Retail-Offline China and child acted as a key player on the clothing
consumption.
• It was observed that customer responses, vis-a-vis service
15 [143] Retail-Offline USA encounters, cannot be fully responsible, without totaling
an emotional measurement.
• The study found that Argentinian consumers prefer local
16 [69] Retail-Offline Argentina shops over supermarkets, to buy products that offer
better services and personal attention.
Table 7. Cont.
S. No. Citation Service Industry Country Summary of Key Findings

Hospitality- • The study found that utilitarian and hedonic values had
17 [144] USA an impact on customer satisfaction.
Restaurants
• The study investigated the importance of consumer
18 [145] Hospitality-Airline Hong Kong
perceptions in strategic airline alliance settings.
• For future re-purchase intentions, measuring customer
19 [146] Hospitality-Resorts Australia perceptions towards service quality is important.
• Based on the four key personality characteristics, the
Other Hospitality investigation between service-complainers and
20 [147] Australia
services service-non-complainers was carried out.
• The study was conducted and found that the consumer’s
Hospitality- involvement levels with the service had a substantial
21 [148] USA controlling consequence on the perceived relational
Restaurants
benefits.
• The close relationship was found between customer
22 [149] Hospitality-Airline Spain satisfaction and consumer loyalty.
• It was observed that, to reduce the wastage of food, there
23 [150] Food service Italy is a need for extrinsic the characteristics of food products.
It was observed that every service industry emphasized satisfying the needs and wants
of their respective customers by offering better services. They focused on the importance of
recording consumer perceptions so that they could ignite the re-purchase intentions among
consumers, by measuring customer perceptions towards the service quality. This can
further assist service providers in understanding the consumer behaviors in their respective
service industries, to survive and sustain in the business by increasing customer loyalty.
The next section proposes the future research directions of the study by categorizing
the critical findings of the study using the theory (T), context (C), and methodology (M)
framework. This will further contribute to set the tune of future research by offering
directions for further investigation.
5. Future Directions for the Research Study

This section concentrated on the future research directions in the field of consumer
behaviors, regarding the service sectors’ global landscapes, using Theory (T), Context
(C), and Methodology (M) as a framework for not only assisting marketers in dealing
with customers’ behavioral challenges, but also to extend support to researchers in their
future research endeavors [33]. The key factors that influenced consumers’ behaviors in
marketplaces, were specified in Figure 5, in the form of future directions of study using the
TCM framework.
and Methodology (M) as a framework for not only assisting marketers in dealing with
customers’ behavioral challenges, but also to extend support to researchers in their future
research endeavors [33]. The key factors that influenced consumers’ behaviors in market-
places, were specified in Error! Reference source not found., in the form of future direc-21 of 30
Sustainability 2023, 15, 250
tions of study using the TCM framework.
Figure 5. Future directions

Figure of study.directions of study.
5. Future
5.1. Future Directions: Theory (T)

5.1. Future Directions: Theory (T)
Research can be conducted to learn how retailers are engaging with customers by
Research can be conducted
enriching to learn
the in-store how
shopping retailersofare
experiences engaging
customers, with customers
by delivering customer valueby [90].
A study can be conducted to understand customer
enriching the in-store shopping experiences of customers, by delivering customer value values and lifestyles as significant
factors influencing consumer behaviors and intentions [79]. The association between
[90]. A study can beservice
conducted to understand customer values and lifestyles as significant
quality, brand experience, and customer engagement should be studied in more
factors influencing detail
consumer behaviorsengagement
[88]. Customer and intentions [79]. understanding,
behavioral The association between
across diverseser-cultures,
vice quality, brand remains
experience, and customer
an important engagement
research topic in the extantshould be studied
literature in more
[85]. Customer de-
relationships
tail [88]. Customerand their brand associations
engagement behavioral seek further illumination
understanding, [55]. The
across mixedcultures,
diverse method application
re-
explores how institutional trust, frugality, and materialism motivate Indian consumers’
mains an important research topic in the extant literature [85]. Customer relationships and
unethical behaviors in determining the socio-cultural factors [80]. Little investigation
their brand associations seek
has been further
carried illumination
out to understand how [55].E-service
The mixed method
quality impactsapplication ex-
customer satisfaction,
plores how institutional
customertrust, frugality,
trust, and customerandbehavior,
materialism
leading motivate
to customerIndian consumers’
engagement. A moreun- detailed
ethical behaviors inexamination
determining the socio-cultural
is required factors
to build on existing [80]. on
literature Little investigation
the E-service quality has
in online
shopping [87]. However, the companies’ role in various
been carried out to understand how E-service quality impacts customer satisfaction, cus- customer engagement platforms
remains unexplored in the retail setting [85]. The relationship between the benefit factors,
tomer trust, and customer behavior, leading to customer engagement. A more detailed
such as monetary, hedonic, and location benefits, and consumer repurchase intentions needs
examination is required to build on [151].
more enlightenment existing literature
Consumer onplay
choices theaE-service
substantial quality in online
role in dragging traffic to
shopping [87]. However, the companies’
retail establishments, roleisina various
and there customer
need to discover engagement
the factors platforms
affecting consumer choices
during the buying process [103]. Furthermore, customers’
remains unexplored in the retail setting [85]. The relationship between the benefit factors, purchase reviews’ credibility,
such as monetary, which
hedonic,can influence customers’ behaviors towards shopping sites, could noticeably lower
and location benefits, and consumer repurchase intentions
the shopping site’s dependability. Limited research is found on the same and deserves
needs more enlightenment [151]. Consumer
more investigation [48]. However, choices playresearchers
very few a substantial role in dragging
have conducted studies related
traffic to retail establishments,
to the websites’ and there iscues
distinctive a need to discover
and their the factors
flow experiences affecting
in virtual servicecon-
settings,
sumer choices during the buying process [103]. Furthermore, customers’ purchase re- and
and their association with consumer behaviors. The study of ethical consumerism
views’ credibility, ethical
whichimagecan significantly
influence influences
customers’ consumer behaviors
behaviors that seekshopping
towards more enlightening
sites, with
a new research direction by conducting studies in diverse sectors, by adopting a novel
could noticeably lower the shopping site’s dependability. Limited research is found on
outlook [61,113]. Further, such research studies might assist marketers and academics, and
researchers in exploring unknown factors distressing the overall behavior of consumers.
This probing could support marketers in interpreting and comprehending the changing
responses of consumers consuming various services rendered by organizations.
Additionally, customers are considered enablers by projecting themselves as an ef-
fective tool for consumers’ evaluations. This is also accountable for the discrepancies in
choices offered to consumers, particularly in the delivery outlook of private food com-
petences. By adapting the understandings from existing studies, customers’ satisfaction
implications and elementary antecedents have been set up to control the outcomes of their
outlooks for service failure and service recovery. Hence, there is a strong onus for fresher
theoretical lenses across diverse service settings, to enlighten the ongoing developments
altering consumer behavior patterns and associated dissatisfactions, for implementing
novel standpoints [103]. The study, based on the ecological behavior of consumers and
their objective to buy natural foodstuffs, was supportive of the defining elements per-
suading customer behaviors towards natural foods [100]. A theoretical viewpoint from
the UK study stated that the quality of service offered significant consideration. In the
context of the service sectors’ relationships with their consumers, suitable strategies for
building and maintaining relationships are required, and limited knowledge has been
acknowledged. Proper execution can lead to enhanced organizational objectives across
diverse geographical dispersions. Previous studies have shown that the place attribute is
related to place affection; it also plays an essential part in driving the required consumer
conduct [86].
5.2. Future Directions: Context (C)

Service quality, as an instrument to enrich customer engagement has been investigated
in Indian luxury hotels, for enlightening a progressive outcome of the service quality on
customer engagement, as India has multiple cultures. Hence, there is a need to investigate
it in other service sectors and diverse geographical settings, to uncover the unknown [88].
However, the term “multi-cultural” remains loosely defined to a particular geographic
region and therefore requires re-investigation in diverse geographical settings [80]. The
impact of toothpaste and nutritional drinks are highly influenced by consumer behaviors
during the use stage. Products and services’ design innovations and changes in consumer
behaviors play a noteworthy part in addressing global environmental challenges. Hence,
it is suggested to conduct the study in different countries, to investigate the impact on
consumer behaviors due to products and services’ design innovations [51] Customer en-
gagement behavioral understanding has been investigated more on retail banking and
mobile services, and hence there is a need to study this phenomenon in diverse service set-
tings [85]. In addition, it is desired to study the outlining impact on consumer perceptions
and customer satisfaction [57]. In a study of the services channels, especially in the retail
service sector, it has been revealed that consumers also give value to human interactions.
Further investigation is required for conducting similar studies in other service sectors [36].
A study of service scapes has explained how the Colombian retail settings show how
physical and social conditions cooperate and energizes retailers that stand up to online
rivalry, to advance the service cape design. Further examination is required to shed some
light on the service cape design in various service and geographical settings [72]. Research
conducted in the UK reveals a significant impact from the communication channels, such as
in-store magazines, e-newsletter„ Facebook sites, product stickers, and in-store demonstra-
tions. It was used by UK-based retailers for their communications with UK consumers, in
order to create awareness about reducing food wastage, and as a result, customers started
minimizing food wastage.
Similar research can be conducted in different service settings and countries [105]. The
Colombian report in the retail setting and its effects on buyer conventional and electronic
informal goals shows no apparent connection between the client experience and purchaser’s
significant tranquillity. Colombian retail buyers picked the traditional word-of-mouth over
electronic word-of-mouth, and hence, further probing is required in diverse geographical
settings, to understand this phenomenon [73]. This research theme was recommended
to be further investigated in diverse cultural and geographical contexts, as the existing

literature also emphasized the need for additional investigations [85]. Similar research
studies were conducted by a few nations of the EU (European Union). They tried to
understand the catering services’ consumer behavioral dynamics, to enhance the buying
patterns from one service sector to another. Similar studies could be carried out in other
parts of the world, such as in the Indian sub-continent, Middle East nations, and so on,
through which marketers, as well as researchers, could gain better insights about consumer
buying behaviors at the market, in diverse cultures, as well as countries [43]. The “Customer
nudging” concept had been investigated very little in multi-cultural, multi-sectorial, as well
as multi-country contexts, as this might act as an excellent tool for organizations, as well as
marketers; it is suggested to conduct research studies as per the above-stated contexts, to
gauge the application of customer nudging in service settings, for a better understanding
of the diverse consumer behaviors [103]. It is suggested to conduct similar research in a
multi-country context, to contribute more to this research agenda [94].
5.3. Future Directions: Methodology (M)

Usability tests and focus group interviews were used in a Swedish study, in the context
of the delivery service of online retailing, in order to understand how service innovations
affects E-customer behaviors, and the same methods can be used to understand the impact
in various services and geographical settings [71]. Researchers have applied the integrative
hypothetical examination model as a methodology for enhancing their knowledge on
consumer experiences, attitudes, and consumer behavioral intentions, concerning online
food-delivery services. The same model can be applied to different service sectors, to figure
out the challenges faced by service providers in those segments, that face challenges in
understanding the overall consumer behaviors [68]. Using the systematic review method,
further studies can be conducted on retail, education, banking, financial services, and insur-
ance (BFSI), in order to gain more insight into consumer behaviors in diverse geographical
settings [17]. Furthermore, all of the methodologies discussed in the method section can be
used in further studies to set the tune of the future directions of the study, in the context
of the above-stated service sectors and others. These stated methodologies will assist re-
searchers in understanding the phenomenon of consumer behavior and the factors affecting
it, in a better way. For example, in an examination directed in the South Korean hospitality
service sector, it was explored how each shading element, i.e., tone, immersion, or worth,
added to the clients’ tasteful view of an extravagant accommodation, according to the
stimulus-organism-response model (S-O-R model). This model can be applied in diverse
service and geographical settings [4]. This TCM framework can help future investigations
by offering in-depth insights related to the factors affecting consumer behaviors in diverse
service and geographical settings, by assisting the budding researchers and marketers in
enhancing their conceptual understanding of this contemporary phenomenon.
The sixth and the last section summarizes this research study by discussing what was
studied, how it was studied, the key findings, the implications of the study, the major
limitations, and future research agenda, followed by the references of the study.
6. Conclusions
This study tried to bridge the gap by offering global insights into consumers’ behaviors
in diverse geographical settings. The top databases, such as Web of Science and Scopus,
were explored, to extract the existing literary works related to the research theme and based
on the search keywords by employing the ILR methodology, 120 articles were selected
through advanced inclusion and exclusion criteria. This study provides a better under-
standing of the various aspects of consumer behaviors in diverse geographical and service
settings. In this study, numerous important features and challenges for upcoming research
were found, which were based on the previous literature analysis, and it further delivers im-
portant inferences for both academic researchers and marketing practitioners. The review
was divided into six sub-sections, after a deep segmentation analysis: customer relationship
management, consumer loyalty and consumer commitment, consumer services, consumer

behavior and customer satisfaction, brand influence, service guarantee and consumer
experiences. Following an in-depth review of the literature, a few significant findings were
discussed and the primary discussion points included: consumer perception and consumer
attitude, E-customer behavior, cross-channel environment, service satisfaction, consumer
behavior and decision-making process, shopping comfort and fulfillment, service quality,
customer satisfaction, and service delivery experience. Academically, this study offers the
substance for good knowledge of the dynamic procedures, to understand the complex
consumer behaviors at each consumption stage. Moreover, it should be understood with
full knowledge of the service context and characteristics [152]. Contemporary businesses
are giving preference to digital platforms to manage efficient relationships with customers.
Consumer behaviors are impacted by various social, cultural, and personal factors and
further, they affect consumer purchase intentions as well. The study also reveals that the
service industries in diverse geographical settings have been driven by effective customer
relationship management (CRM), customer satisfaction, and customer loyalty. This has
made it very significant to explore the disruption in the behaviours of consumers, while con-
suming diverse services offered by service providers. Consumers consider the value they
perceive through the consumption of services offered by service providers, to determine
their purchase willingness. Therefore, customer-perceived values serve as an important
factor when consumers make purchase decisions. From the key findings of the study, the
dominant significant factors in the context of consumer behaviours in the service industries,
such as hospitality, retail, banking, and other allied services were found, such as consumer
perception and consumer attitude, E-customer behaviours, cross-channel environment,
service satisfaction, consumer behaviour and decision-making process, shopping comfort
and fulfilment, service quality, customer satisfaction, and service delivery experience.
However, there are four key limitations to the study which can be overcome in fur-
ther research investigations. The first limitation of the study is the limited number of
electronic databases. Only two electronic databases were used and researchers, scholars,
and academics may employ multiple electronic databases in their future studies. The
second limitation of the study is the nature of the study. This study is qualitative in nature
and further research can be conducted using either a quantitative approach or a mixed
approach. The third limitation is that the study emphasized only the service industry
to study the disruptive consumer behaviour. Further studies can be conducted on the
manufacturing industry, or even on both the service and the manufcaturing industries, as
a comparative study, to investigate the changing behaviours of consumers. Finally, the
fourth limitation is the use of the ILR method, further research can be conducted using
theory-based reviews, theme-based reviews, framework-based reviews, theory develop-
ment reviews, hybrid reviews, bibliometric analyses, meta-analyses, and the SLR method.
We provide a contemporary and extensive review of the recent advances in the key the-
oretical approaches that have been used, for understanding consumer behaviors in the
field of banking, hospitality, retail, and tourism. Hence, the present study will further
be helpful for marketing practitioners in selecting the right marketing strategies to cater
to the needs and wants of the customers in this disruptive global business environment.
Numerous research agendas are highlighted, suggesting budding researchers to emphasize
conducting empirical research studies, to examine the benefits of CRM, consumer engage-
ment, E-consumer behavior, cross-channel environment, service satisfaction, consumer
behavior, and the decision-making process, shopping comfort and fulfillment, service
quality, customer satisfaction, and service delivery experience, in the context of diverse
service industries. This may support service providers to achieve sustainability in their
respective businesses [87]. Finally, future research directions have been provided in the
field of consumer behavior, vis-a-vis service the industries’ global landscapes, using Theory
(T), Context (C), and Methodology (M), as a framework that delivers a descriptive snapshot
of the various trends of consumer behavior research, including the most dominant themes,
contexts, and methodologies.
Author Contributions: Conceptualization, P.S.; Methodology, P.S. and A.C.; Software, P.S.; Formal
analysis, P.S. and A.C.; Investigation, P.S., L.A. and A.C.; Resources, A.C.; Data curation, P.S. and
L.A.; Writing—original draft, P.S.; Writing—review & editing, P.S. and L.A. All authors have read
and agreed to the published version of the manuscript.
Funding: This research received no external funding.
Institutional Review Board Statement: Not applicable.
Informed Consent Statement: Not applicable.
Data Availability Statement: Not applicable.
Conflicts of Interest: The authors declare no conflict of interest.
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Consumer Behavior in The Service Industry An Integrative Literature Review and Research Agenda

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sustainability

Sustainability 2023, 15, 250. https://doi.org/10.3390/su15010250 https://www.mdpi.com/journal/sustainability

industries, service providers have to handle these post-dissatisfaction consumer behaviors,

Review Protocol and Data Screening

Table 1. Search strategy employed.

Search Criteria for the Final

List of Journals Searched

List of Journals Searched

3. Literature and Theory

3.1.2. Consumer Loyalty and Consumer Commitment

3.1.3. Consumer Services

3.1.4. Consumer Behavior and Customer Satisfaction

3.1.5. Brand Influence on Consumer Behaviors

in ethical consumerism, resulting in shaping overall consumer behaviors. Conversely, the

3.1.6. Service Guarantee and Consumer Experiences

Table 3. Theories employed in consumer behavior studies.

Theory No. of Articles % Exemplary Studies

Theories employed in Consumer Behavior

4.1. Consumer Perception and Consumer Attitude

4.1. Consumer Perception and Consumer Attitude

4.2. E-Customer Behavior

4.3. Cross-Channel Environment

4.4. Service Satisfaction

4.5. Consumer Behavior and the Decision-Making Process

consumer behaviors. Moreover, existing ongoing studies, based on unethical consumer

4.6. Shopping Comfort and Fulfillment

4.7. Service Quality, Customer Satisfaction, and Service Delivery Experience

Table 4. Services investigated in the consumer behavior studies.

Service No. of Studies % Exemplary Studies

Articles Distribution by Service settings

Table 5. Countries investigated in the consumer behavior studies.

Country No. of Studies % Exemplary Studies

Table 5. Countries investigated in the consumer behavior studies.

Country No. of Studies % Exemplary Studies

Table 6. Notable explorations of the related articles.

Table 6. Notable explorations of the related articles.

Author (s) Geographical Settings Methodology Key Factors Identified

industries, such as BFSI, retail-offline and retail-online, hospitality-restaurants/airlines/ re-

Table 7. Sector-wise detailed results of the exemplary studies.

S. No. Citation Service Industry Country Summary of Key Findings

S. No. Citation Service Industry Country Summary of Key Findings

5. Future Directions for the Research Study

Figure 5. Future directions

5.1. Future Directions: Theory (T)

5.2. Future Directions: Context (C)

to be further investigated in diverse cultural and geographical contexts, as the existing

5.3. Future Directions: Methodology (M)

management, consumer loyalty and consumer commitment, consumer services, consumer

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