Introduction
Servicescape Booms and Bitner came up with the concept of servicescape. Businesses which are directed towards providing services to the customers directly must take the aspect of servicescape into account. Servicescape, by definition, would refer to the physical environment and the ambiance within which the service is received by the customers (Hoffman, Kelley, and Chung, 2003). The significance of servicescape has always been stressed by marketers because, in the case of organizations which offer service, there is nothing tangible which the customers can feel or touch. Service is an intangible concept and the customers can get an idea about ...