Service evidence

實體環境對顧客的行為和顧客滿意的影響，已經廣為服務管理者所重視。本文旨在介紹實體環境對顧客和員工行為的影響，探討實體證據，或稱之為服務基架，對外部行銷目標和內部組織目標的達成可以產生的助益。最後檢視服務業的研究成果，提出服務基架在圖書館管理和研究上的意涵。

The impact of service providers’ physical evidence (environments) on customer behavior and satisfaction has recently gained the attention of some services marketers. The primary purpose of this paper is to explore the impact of physical evidence on the behaviors of both customers and employees, and to illustrate the ability of the physical evidence, particularly the servicescape, to facilitate achievement of organizational as well as marketing goals. By reviewing the researches conducted in service industries, the author highlights key managerial and research implications.