Litrature Review. Ii. The Social Servicescape (The Social

LITRATURE REVIEW II. The Social servicescape (The Social environment) According to Baker et al., (1994), social servicescape is related to people who share a specific service environment. Bitner, et al (1990) defined social servicescape as â€Å"The service encounter that often occurs in the presence of multiple customers who share a common servicescape†. While Tombs and Kennedy (2002) defined it as â€Å"a service setting where the human aspects of the environment impact on the behavior of customers as a result of direct and indirect interactions with other persons present†. Rosenbaum Montoya (2007), described social servicescape as customers and employees who are found in a service setting. While Edvardsson et al. (2010) defined servicescape’s†¦show more content†¦Sometimes the reasons that get customers attracted to a place extend past the physical attributes of the place, the kinds of merchandise it provides or the level of service it offers (Low Altman, 1992). Tombs and McColl-Kennedy (2003) suggested, that the service experience consists of not only external or physical factors, for instance the atmospherics, but also the social aspects, where the social factors of service environment may favor or inhibit customer’s entertainment of the service environment. In addition, the same authors proposed in their conceptual model that customers have significant role in impacting service experiences, which will impact patronage intentions within a service setting. Moreover, the results of a study that was carried out by McGrath and Otnes’ (1995), to some extent also support the previous researchers’ findings. As McGrath and Otnes’ study recognized, social interaction took place not only between shoppers and sales people but also between shoppers. which they defined as â€Å"strange interaction†. Urban sociologist Oldenburg (1999) named specific types of servicescape settings, for instance, coffee shops, pubs and restaurants as third places or â€Å"great good places†. These places are informal public places that gather people away from home and work. Moreover, Rosenbaum (2006)