Future research may take a deeper look into other facets of the construct of atmosphere. For example, the scope of the present study was limited to one facet of interaction, namely the interaction between service providers and their customers. Although this type of interaction reflects well the interactive facet of atmosphere, there are other types of interaction that future research may consider. For example, another facet may be the interaction between customers.
Customers receive a service simultaneously in many service contexts, while other customers are being served (Grove and Fisk, 1997). The service offered in restaurants, theaters and theme parks is usually delivered to customers who are sharing the same service setting. Customers sharing the same service context have been termed as: