ABSTRACT
The influence of the environment on behavior has long been acknowledged by landscapers, architects, interior designers, retailers, and environmental psychologists (Turley & Milliman, 2000). Previous studies on environmental psychology suggest that customer reactions to the physical environment so-called ‘SERVICESCAPE’ may be more emotional than cognitive, particularly when hedonic consumption is involved (Ryu, K. 2005). Consumption of many services normally driven by utilitarian (functional) purpose, such as on-line ticketing services, whereas consumption of leisure services (e.g., staying at resort) is also driven by hedonic purpose (emotional motives). According to Bitner (1992), the term of “servicescape”
for instance the way in which equipment and the arrangement of the furnishings, and the ability of those items to facilitate the enjoyment of the consumer’s. Next is signs, symbols, and artifacts. The example of signs, symbols, and artifacts are like signage and decoration that are used in order to communicate and enhance a certain image or mood, or to direct customers to desired destinations (Lin, 2004; Brady and Cronin, 2001 and Hightower, Brady and Baker 2002).
