The document discusses how service environments shape customer experiences and behavior. It explains that the physical surroundings of a business, known as the servicescape, can communicate the company's image, quality, and value proposition through symbolic cues. The servicescape affects customer behavior by acting as a message-creating, attention-creating, and effect-creating medium. Key aspects of the servicescape that influence customers include ambient conditions, space/function, signs/symbols/artifacts, and their holistic combination. A well-designed servicescape can positively impact customer feelings, responses, and behaviors.