Investigating the impact of perceived service quality on the flow experience among retail food products in Mashhad

Subject Areas : Jounal of Marketing Management

melika Ghari ivari ¹ , alireza khorakian ^{2 *} , آذر کفاش پور ³

1 - Master's Degree, Management Department, Faculty of Administrative and Economic Affairs, Ferdowsi University of Mashhad, Mashhad, Iran
2 - Professor, Management Department, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran
3 - Professor, Management Department, Faculty of Administrative and Economic Sciences, Ferdowsi University of Mashhad, Mashhad, Iran

Received: 2025-05-16 Accepted : 2025-09-16 Published : 2025-09-20

Keywords: service quality, flow experience, customer experience,

Abstract :

Introduction: The present study aims to examine the effect of perceived service quality on customer flow experience in organic food retail stores in Mashhad. The importance of this issue lies in the fact that enhancing service quality can create a positive and distinctive customer experience, ultimately improving satisfaction and loyalty.

Methods: This applied research employed a descriptive–survey design. The statistical population consisted of customers of organic food retail stores in Mashhad. Using Cochran’s formula, the sample size was determined as 384 respondents, selected through convenience sampling. Data were collected using Dabholkar’s (1996) perceived service quality questionnaire and Xiao and Wang’s (2012) flow experience scale. Structural equation modeling was applied for data analysis.

Results: Findings revealed that perceived service quality has a positive and significant effect on flow experience (path coefficient = 0.48). Moreover, the model fit indices confirmed the adequacy of the proposed conceptual model.

Conclusion: The results highlight that improving dimensions of service quality—including tangibles, reliability, responsiveness, assurance, and empathy—plays a vital role in fostering flow experience. Managers of organic food retail stores are advised to design engaging environments and promote professional staff interactions to enhance customer satisfaction and loyalty.

 

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