Purpose: This paper aims to explore the evolution of the service environment literature and speculates about future research in this area. This paper focuses on studies regarding how the interior and exterior environments of physical service settings (including retail stores) influence consumer...

As conceptualizations of expectations in consumer evaluations continue to evolve, researchers have been exploring multiple levels of expectations in satisfaction and service quality evaluations. In 1993 Zeithaml, Berry and Parasuraman proposed that consumers use both desired and adequate...