Service environment consists of many dimensions that influence consumers and provoke perceptions, feelings, and consequently behavioral responses. Due to the increasing competition in the service industry, marketers are exploring new ways of positioning and anchoring in consumers’ minds. Managing the dimensions of the service environment has therefore become increasingly important in keeping the consumers in the environment for longer periods of time, which makes them spend more money and retain them as customers. In my thesis I am studying the influence of the servicescape dimensions on consumers’ behavioral responses in the case of Mercator Šiška, which is one of the most modernized shopping centres around the globe. The theoretical part is based on the understanding of three related models - Servicescape, Physical environment and Mehrabian-Russell model. I combined the three models in order to study four main dimensions of the service environment (Ambient Conditions, Space and Function, Signs, Symbols and Artifacts and Social Factors). The empirical part of the study is based on the quantitative approach, which combines internet survey and field study. The study showed positive influence of Space and Function perception and Signs, Symbols and Artifacts perception on consumers’ behavioral responses in the case of Mercator Šiška. I have concluded that appropriate and continuous managing of service environment can lead to desired behavioral responses of consumers.
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