This study investigates how retailers can leverage their brand to shape customers’ satisfaction with service encounters. It develops and tests hypotheses about how brand, store, and consumer factors moderate customer responses to experience clues during retail service encounters. Six meta-regression analyses synthesize and compare results from 842 satisfaction equations describing customers’ encounters with a global retailer operating 400 stores in 32 countries. The results show how customers weigh their perceptions of service encounters differently depending on brand, store, and consumer factors. In markets where customers believe the retailer has high holistic brand quality, they place less weight on experience clues within the store. In markets where customers believe the retailer’s service brand promise, they place more weight on in-store experience clues. In markets where the retailer promises utilitarian value, customers weigh functional experience clues more heavily. In markets with an online purchasing channel, the effect of experience clues common to offline and online store environments is magnified, and unique clues are diminished. In addition, customers heavily weigh experience clues that fit their goals. In general, retail success factors include high brand quality (which makes customers more forgiving), a service brand promise that is mirrored in the store image (which makes customers attend to the experience clues aligned with them), and the careful monitoring and managing of retail touchpoints (to customize experience clues to each market). In this way, retailers can use customer-based strategies to effectively design and manage their global retail brand in different markets.

本研究调查零售商如何利用其品牌来塑造客户对服务体验的满意度。它开发和测试了关于品牌、商店和消费者因素如何调节客户对零售服务体验期间线索的反应的假设。六项元回归分析综合并比较了 842 个满意度方程的结果，这些方程描述了客户与在 32 个国家/地区经营 400 家商店的全球零售商的遭遇。结果显示了客户如何根据品牌、商店和消费者因素来衡量他们对服务体验的不同看法。在客户认为零售商具有较高整体品牌质量的市场中，他们不太重视商店内的体验线索。在客户相信零售商的服务品牌承诺的市场中，他们更加重视店内体验线索。在零售商承诺实用价值的市场中，客户更重视功能体验线索。在具有在线购买渠道的市场中，线下和在线商店环境共有的体验线索的影响被放大，而独特的线索被削弱。此外，客户非常重视符合他们目标的体验线索。一般来说，零售成功的因素包括高品牌质量（这让顾客更宽容）、反映在商店形象中的服务品牌承诺（让顾客注意与他们一致的体验线索），以及仔细监控和管理零售触点（为每个市场定制体验线索）。这样，