Main Dimensions in Servicescape Model  Ambient Conditions –Characteristics of environment pertaining to our five senses  Spatial Layout and Functionality –Spatial layout: - Floorplan - Size and shape of furnishings, counters, machinery,equipment, and how they are arranged –Functionality: Ability of those items to facilitate performance  Signs, Symbols, and Artifacts –Explicit or implicit signals to: - Communicate firm’s image - Help consumers find their way - Convey rules of behavior