1. Choose a marketing service such as ( food services, motel and hotels etc).
2. Use the framework below to analyze how the physical environment dimensions influence (enhance/inhibit) both employee's and customers' internal responses and behaviours.

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A Framework for Understanding Environment-User Relationships in Service Organizations FIGURE 10.1 A Framework for Understanding Physical Environment-User Relationships in Service Organizations Source: Adapted from M. J. Bitner, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing 56 (April 1992). pp. 57-71. Physical Holistic Internal Behavior environment environment responses dimensions Cognitive Emotional Physiological Individual Behaviors . Beliefs . Mood . Pain . Affiliation . Categor- . Attitude . Comfort . Exploration ization . Movement Stay longer . Symbolic . Physical . Commitment meaning fit . Carry out plan Ambient Conditions . Temperature . Air quality . Noise Employee . Music Responses . Odor . Etc. Social Interactions Space/Function Perceived Between and . Layout Servicescape among customers . Equipment and employees . Furnishings . Etc Customer Individual Behaviors Responses Signs, Symbols, . Attraction and Artifacts . Stay/explore . Spend money . Signage Return . Personal artifacts . Style of decor Cognitive Emotional Physiological . Carry out plan . Etc. . Beliefs . Mood . Pain . Categor- . Attitude . Comfort ization . Movement . Symbolic . Physical meaning fit 10-17