The Purpose of Service Environments
shape customers' experiences and behavior
-Message-creating Medium: symbolic cues to communicate the distinctive nature and quality of the service experience.
-Attention-creating Medium: to make the servicescape stand out from other competing establishments, and to attract customers from target segments.
-Effect-creating Medium: colors, textures, sounds, scents and spatial design to enhance the desired service experience, and/or to heighten an appetite for certain goods, services or experiences