Purpose Emotions have been extensively studied in hedonic service sectors but not in utilitarian service sectors. This study aims to address this gap by examining how hospitals’ Servicescape influences the Emotional Satisfaction of their customers, their perception of Service Quality and its subsequent effect on Hospital Image. Design/methodology/approach Data were collected from 220 respondents from corporate hospitals in the National Capital Territory of Delhi and the neighboring cities of Noida and Gurgaon. The reliability and validity of the scale were established and the relationship among the constructs was tested by structural equations modeling. Findings Results show that all dimensions of Servicescape, i.e. ambient factors, design factors and social factors have a positive impact on both Emotional Satisfaction and Perceived Service Quality. However, between Emotional Satisfaction and Perceived Service Quality, only Emotional Satisfaction had a positive impact on Hospital Image. Research limitations/implications The results of this study can help researchers in understanding the role of Servicescape in the health-care industry. Originality/value The results emphasize that hospitals should seek to understand their patients’ perceptions particularly focusing on their emotional reactions to enhance their brand image.

Purpose The purpose of this study is to propose and test the causal relationship among the constructs servicescape, emotions and satisfaction among users of corporate hospital services. Design/Methodology/Approach A review of literature was done, and items were adapted construct-wise from existing scales. Data were collected from 220 respondents, and the reliability and validity of the scales were tested. The relationship among the constructs was tested using structural equation modelling. Findings The model in this study postulated that (a) servicescape is positively related to satisfaction, (b) servicescape is positively related to positive emotions and negatively related to negative emotions and (c) positive emotions are positively related to patient satisfaction and negative emotions are negatively related to satisfaction. All the hypotheses were supported, and it was confirmed that servicescape has both direct and indirect relationships with satisfaction. Originality/Value The article has direct implications for healthcare service providers. Healthcare executives are encouraged to monitor the physical environment of their healthcare units. This study shows that emotions of patients play an important role in determining their satisfaction with hospital services.