After reading this chapter, you should be able to

3.1   Explain how theming the service setting pays off in guest satisfaction.

3.2   Discuss why the service setting or service environment is important.

3.3   Explain how the service environment affects guests and employees.

3.4   Discuss why providing a service environment in which guests feel safe and secure is critical.

3.5   Identify which elements of the service environment need to be managed.

3.6   Describe how individual factors moderate or affect the responses of guests to the service environment, according to Bitner’s Servicescape model.