Bitner (1992) proposed a typology of service organizations and servicescape dimensions. The dimensions of the physical surroundings include all of the objective physical factors that can be controlled by the firm to enhance (or constrain) employee and customer actions and were identified as ambient conditions, spatial layout and functionality, and signs, symbols, and artefacts. The present paper is an attempt to review the literature specific to the environmental dimensions of servicescape. An empirical study done among 300 service consumers who are satisfied with the service encounter shows that interior of the service setting is more important and essential evidence than peripheral evidence. The research identified three servicescape dimensions for elaborate servicescapes. Overall satisfaction with the service was found to be associated with servicescape and interior dimension was the most significant predictor of satisfaction.
Physical evidence, Elaborate servicescape, Interpersonal services, Service Satisfaction
