Bitner’s (1992) service scapes mode

Bitner’s (1992) service scapes model was the earliest theoretical model that involved the concept of perception in store atmosphere. It considered that in store atmosphere, customers would have perceptional, emotional and psychological reactions against the environment he was in; these three kinds of reactions would have effects on customer behaviors. To customers, store atmosphere could provide the clues of products and services and create real-time impression of perception in customer minds (Kotler, 1973); customers would esta-blish beliefs on ambient store atmosphere and take the beliefs as the basis of determining commodity and service quality (Bitner, 1992).