What question did this study set out to answer?

This research examines how physical surroundings affect the behaviors of customers and employees in service organizations.

Servicescapes: The Impact of Physical Surroundings on Customers and Employees

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Conceptual framework explores physical surroundings' roles in influencing behaviors and organizational goals.

This research examines how physical surroundings affect the behaviors of customers and employees in service organizations.
Presented a typology of service organizations.
Developed a conceptual framework based on literature from multiple disciplines.
Focused on strategic roles of physical surroundings in achieving organizational and marketing goals.
Identified key managerial implications related to the management of physical surroundings.
Highlighted the importance of physical settings in shaping customer and employee behaviors.

Mary Jo Bitner (1992) studied this question.

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