Peripheral Insignia as an Impetus to Service Quality Assessment

Abstract

This research focuses on the role of services cape or peripheral signs in small scale services. It elaborates upon the understanding of the sources of customer expectations in order to frame effective communication strategies by service providers. The empirical paper emphasizes that service providers need to develop environments that appeal to consumer pleasure and arousal states while doing away with atmospheres that create submissiveness and in turn, create environments that facilitate the operational ease and increased efficiency of the firm.                                                        

Keywords-peripheral insignia, servicescape, customer expectations, service settings