Keywords
Abstract
Bitner (1992) proposed a typology of service organizations and servicescape dimensions. The dimensions of the physical surroundings include all objective physical factors that can be controlled by the firm to enhance (or constrain) employee and customer actions. These dimensions were identified as ambient conditions, spatial layout and functionality, and signs, symbols, and artifacts. The present paper is an attempt to review the literature specific to the environmental dimensions of servicescape. An empirical study done among service consumers who are satisfied with the service encounter shows that the interior of the service setting is more important, and essential evidence is more important than peripheral evidence. The research identified three servicescape dimensions for elaborate servicescapes.
