“…Companies use service environment designs as cues to build positive sensory impressions in consumers in the hopes of improving customer experience and outcomes (Berry, Seiders, & Grewal, ; Bitner, ; Chang, ; Dean, ; DiPietro & Campbell, ; Durna, Dedeoglu, & Balikçioglu, ; Kotler, ; Sweeney et al, ; Walsh, Shiu, Hassan, Michaelidou, & Beatty, ). Service providers using sophisticated designs are known for creating incredible customer experiences and building an emotional connection with consumers to improve loyalty.…”