Apiradee WongkitrungruengMahidol University2020-01-272020-01-272019-01-01International Journal of Services and Operations Management. Vol.34, No.4 (2019), 421-44617442389174423702-s2.0-85076228931https://repository.li.mahidol.ac.th/handle/20.500.14594/50474Copyright © 2019 Inderscience Enterprises Ltd. This paper explores service elements that influence consumers’ sense of power, which is known to affect consumers’ attitudes, feelings, and behavioural approach/inhibition. A critical incident technique is used to collect data about shoppers’ experiences. The findings indicate that a consumer’s sense of power manifests as freedom, respect, and control and can be induced by a consumer’s own resources as well as the characteristics and behaviours of store atmospherics (design and social factors) and the service protocols guided by the service policy. Understanding power triggers has potential implications for designing and managing service elements to ensure consumer satisfaction with in-store services.Mahidol UniversityBusiness, Management and AccountingDecision SciencesEngineeringConference PaperSCOPUS10.1504/IJSOM.2019.103985