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Servicescape Physical facility Location Ambient conditions Interpersonal conditions Impact of Service Environment Purchase decision Expectations Service quality evaluations Response Moderators Cognitive Affective Physiological Affective Responses Arousing Sleeping Pleasant Unpleasant Distressing Gloomy Relaxing Exciting Physiological Responses Cognitive Physiological Affective Behavioral Behaviors Created by Servicescape Approach behaviors Avoidance behaviors Arousal seekers Arousal avoiders Environmental stimuli screeners Environmental stimuli nonscreeners Maximizing th