Physical Space Layout 物理空间布局
Apart from people, the spatial environment of a particular place plays a critical role too in influencing the level of customer satisfaction. In reference to Bonnin (2006), the physical environment is one of the first aspects that customers interact with in a business and as such, it can enhance their mood and improve their satisfaction levels or it can turn them leading to dissatisfaction. Bonnin (2006) further observe that there are both tangible and intangible aspects of the physical services. In their analysis, Pareigis, Edvardsson and Enquist (2008) observe that the nature of a particular physical space has an impact on how people view it, both customers and employers, thus influencing how each responds to the other. For example, in the case of Starbucks in Lincoln, one of the physical aspects of this space that has a positive impact on customer satisfaction is the cleanliness of the place. Arguably, the Starbucks premises are clean and attractive and as such, there are no fears among customers on the safety of the meals from this place. Whereas this is the case, there is a need to observe that the space in this location for Starbucks is limited and as such, there is congestion during peak hours, which undermine the movement of people leading to low satisfaction levels. For instance, rather than taking drinks within the restaurant, one would opt to order take-away drinks in order to take them from somewhere else such as home or office. While this in itself is not a bad thing, I think it is difficult for this coffee house to satisfy its customers who would like to consume what they have purchased within the premises. Speaking from this point of view, I think this coffee house needs to consider rearranging its furniture in a way that will create sufficient space for its customers especially as far as movement is concerned. In addition, the coffee house need to begin considering relocating to a larger space where it can exploit space to enhance the satisfaction levels of its customers. It can also consider online ordering and delivery services and to reduce the number of people who currently visit its premises.
除了人之外，特定地点的空间环境在影响顾客满意度方面也起着关键作用。参考Bonnin（2006），物理环境是客户在业务中与之互动的个方面，因此，它可以增强他们的情绪，提高他们的满意度水平，也可以使他们产生不满。Bonnin（2006）进一步指出，有形服务既有有形的方面，也有无形的方面。在他们的分析中，Pareigis、Edvardsson和Enquist（2008）观察到，特定物理空间的性质会影响人们对它的看法，包括客户和雇主，从而影响彼此的反应。例如，在林肯的星巴克，这个空间对顾客满意度有积极影响的一个物理方面是场所的清洁度。可以说，星巴克的营业场所干净、吸引人，因此，顾客们并不担心从这里进餐的安全性。鉴于这种情况，需要注意的是，星巴克在该位置的空间有限，因此，在高峰时间会出现拥堵，这会破坏人员流动，导致满意度低。例如，与其在餐厅内喝饮料，不如选择点外卖饮料，以便从家里或办公室等其他地方带走。虽然这本身并不是一件坏事，但我认为这家咖啡馆很难满足顾客的需求，因为他们想在咖啡馆内消费他们所购买的东西。从这个角度讲，我认为这家咖啡馆需要考虑重新布置家具，这样可以为顾客创造足够的空间，尤其是在运动方面。此外，咖啡馆需要开始考虑搬迁到更大的空间，在那里可以利用空间来提高客户的满意度。它还可以考虑在线订购和递送服务，并减少目前访问其处所的人数。
Ambient Environment 周围环境
The ambient environment, that is, the details and design elements that work together to establish a particular service environment, are critical in defining the experience and satisfaction levels of customers. In reference to Lin (2004), the ambient conditions include aspect such as sounds, quality of air and temperature, light, scents and colour schemes. Notably, the ambient conditions that a business creates influence customers in the sense that they are likely to be responsive towards what they are familiar with, as well as what they often experience or desire to experience in their environment. For instance, on my visit to Starbucks Lincoln, I noticed that the place was well lit and had cool temperatures that were different from those on the streets. However, the slow tempo and low sound of the music made most people uncomfortable since most seemed concerned that someone could overhear their conversations. Therefore, they kept looking at other people around them in an uncomfortable and suspicious way. With this in mind, one was unlikely to come back to this place especially when they wanted to enjoy a chat with friends or their loved one. This therefore, implies that the restaurant would be unable to maintain a high level of customer loyalty and as Seth, Deshmukh and Vrat (2005) observe, it would be unable to achieve its objectives since the performance of businesses is highly dependent on how they satisfy and keep their customers. Therefore, to enhance its customer satisfaction and loyalty, this Starbucks branch need to play moderate to high tempo music, as well as enhance its space to eliminate the perception that it is a crowded place.
环境，即协同工作以建立特定服务环境的细节和设计元素，对于定义客户的体验和满意度水平至关重要。参考Lin（2004），环境条件包括声音、空气质量和温度、光线、气味和配色方案等方面。值得注意的是，企业创造的环境条件会影响客户，因为客户可能会对他们熟悉的事物以及他们在环境中经常经历或希望经历的事物做出反应。例如，在我访问星巴克林肯时，我注意到那里光线充足，温度凉爽，与街上的不同。然而，缓慢的节奏和低沉的声音让大多数人感到不舒服，因为大多数人似乎担心有人会偷听到他们的谈话。因此，他们总是以一种不舒服和怀疑的方式看着周围的人。考虑到这一点，人们不太可能回到这个地方，尤其是当他们想和朋友或爱人聊天时。因此，这意味着餐厅将无法保持高水平的顾客忠诚度，正如Seth、Deshmukh和Vrat（2005）观察到的那样，餐厅将无法实现其目标，因为企业的绩效高度依赖于他们如何满足和留住顾客。因此，为了提高顾客满意度和忠诚度，这家星巴克分店需要播放中节奏到高节奏的音乐，并扩大其空间，消除人们对星巴克拥挤的感觉。
Signs, symbols and artefacts 标志、符号和人工制品
Similarly, another critical aspect that was instrumental in enhancing the responsiveness of customers towards a particular business is its signs, symbols and artefacts. According to Ellen and Zhang (2014), signs, symbols and artefacts play a critical role in giving customers clues on different aspects of the business such as the expected behaviour while one is in the premises of such a business. Ellen and Zhang (2014) further observe that artefacts, symbols and signs have a significant impact on the arousal and pressure of the customers. Speaking from this point of view, the critical symbols, artefacts and signs at Starbucks in Lincoln include menus, price labels and advertising placards. For example, the price labels provide critical price information for different products sold by the restaurant. Therefore, one does not need to ask for prices of different products. Similarly, the one could easily tell what was available from the menu list. Speaking from this point of view, this restaurant provide a heightened level of customer experience through ensuring that critical information on their products was easily available and accessible by its customers. Whereas this is the case, I think the quality of service is undermined by the fact that some of the prices were yet to be updated and as such, some of them provided misleading price. With this in mind, the delay in updating its price labels to match the restaurant’s updated price list made customers feel that they were being cheated and portrayed the restaurant as dishonest. Therefore, to enhance trust and its credibility, this restaurant needs to seamlessly update its prices.
同样，另一个有助于提高客户对特定业务的响应能力的关键方面是其标志、符号和人工制品。根据Ellen和Zhang（2014）的说法，标志、符号和人工制品在向客户提供有关业务不同方面的线索方面起着关键作用，例如，当客户在此类业务场所时的预期行为。Ellen和Zhang（2014）进一步观察到，人工制品、符号和标志对顾客的觉醒和压力有显著影响。从这个角度讲，林肯星巴克的关键符号、手工艺品和标志包括菜单、价格标签和广告牌。例如，价格标签为餐厅销售的不同产品提供关键价格信息。因此，不需要询问不同产品的价格。同样，用户可以很容易地从菜单列表中分辨出可用的内容。从这个角度讲，这家餐厅通过确保顾客能够轻松获得和访问有关其产品的关键信息，从而提供更高水平的顾客体验。事实就是如此，我认为服务质量受到了影响，因为一些价格尚未更新，因此，其中一些价格具有误导性。考虑到这一点，延迟更新其价格标签以匹配餐厅的最新价格表，使客户感到他们被欺骗，并将餐厅描述为不诚实。因此，为了增强信任和信誉，这家餐厅需要无缝更新其价格。
Conclusion 结论
In conclusion, just as Brady and Cronin Jr. (2001), Lassar, Manolis and Winsor (2000), and Seth, Deshmukh and Vrat (2005) observe, the quality of service in businesses and organisations play a critical role in determining the level of customer satisfaction and loyalty, and as such, the level of performance and competitiveness of the business. Notably, there are different factors within a service environment that influence the quality of service. These include people, space, ambience and symbols, signs and artefacts. Importantly, these factors work together rather than individual to influence the perception, mood, attitude and the level of satisfaction among customers. Speaking from this point of view, whereas Starbucks in Lincoln offers a convenient and nice place where people can access their favourite beverages, there are a number of areas where it needs to improve. This include the attitude of its employees towards its customers, the arrangement of its furniture to create more space for movement, the selection of its music, as well as ensuring that its artefacts, signs and symbols provide updated information.
总之，正如Brady和Cronin Jr.（2001）、Lassar、Manolis和Winsor（2000）以及Seth、Deshmukh和Vrat（2005）所观察到的那样，企业和组织的服务质量在决定客户满意度和忠诚度水平以及企业的绩效和竞争力水平方面起着关键作用。值得注意的是，在服务环境中存在影响服务质量的不同因素。这些包括人、空间、环境和符号、标志和人工制品。重要的是，这些因素共同作用，而不是单独影响顾客的感知、情绪、态度和满意度水平。从这个角度讲，林肯的星巴克提供了一个方便而美好的地方，人们可以在那里喝到他们最喜欢的饮料，但它还有许多地方需要改进。这包括其员工对客户的态度、家具的布置以创造更多的运动空间、音乐的选择，以及确保其工艺品、标志和符号提供最新信息。