Why are both customers and employees included in the framework for understanding servicescape effects on behavior (Figure 10.1)? What types of behaviors are influenced by the servicescape according to the framework? Think of examples.

Q AA Box ZJJ 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 Ambient Conditions meaning fit - Carry out plan - Temperature - Air quality - Noise - Music Employee . Odor Responses Etc. Social Interactions Space/Function Perceived Betwoon and . Layout Servicescape among customers . Equipment and employees . Furnishings . Etc Customer Individual Behaviors Signs, Symbols. Responses . Attraction and Artifacts Stay/explore . Signage Spend money . Personal artifacts Return Style of decor Cognitive Emotional Physiological Carry out plan . Etc. - Beliefs - Mood Pain Categor- Attitude . Comfort ization - Movement Symbolic - Physical meaning fit FIGURE 10.1 A Framework for Understanding Physical Environment-User Relationships in Service Organizations