The effect of physical evidence on consumer behaviours in service sector

This study aims to reveal the effect of the elements in the service environment based on individuals' emotional and behavioural responses. The collected data is analysed by qualitative research methods. Semi-structured interviews are conducted with the participants who are determined by judgement sampling method. Content Analysis is used in the data transcription process. The transcribed data is coded within the purpose of the study in order to determine themes and sub-themes. The results show that nine basic constructs "1) design philosophy, 2) the relationship of design-service, 3) perception of design, 4) the characteristics of service, 5) interior variables, 6) functionality, 7) visuality and decoration, 8) managing the perception of guests, and 9) attitudes and behaviours" should be taken into consideration while handling the issue of interaction with the physical elements in the service environment. It is also found that guests are not only interested in visually-rich designs, but also they perceive the service environment holistically in terms of design and service. They care about the sub-conscious effects of the functional dimensions of design. According to the findings, physical elements used in the service environment represent an architectural philosophy. These elements are also accepted as the reflection of designers' thoughts on various topics in the service environment. In addition to this, the necessity of prioritizing the cultural elements and values while determining the design philosophy emerged. The participants also stated that the most frequent emotional response they had during their service experiences is "contentment".