Chapter 10 ("services marketing" byzeithmal, bitner, gremler) features a discussion of the physical aspects of a service environment (servic escape). Once again, think as a consultant for your chosen organization. Consider the primary physical components of the service environment that stand to influence the consumer's perception of the service. In what areas is your chosen company doing well? In what areas is the organization not sending ideal cues about the service to the consumer (i.e., what are the areas for improvement)? Perhaps the easiest approach for this task is for you to step back and attempt to view the operation from the perspective of a new customer visiting the facility for the first time.