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There is considerable evidence that environmental variables can substantially influence consumer behavior in service settings (cf. Turley and Milliman, 2000). However, research to date has focused on the effects of the physical elements ('atmospherics'), with the social aspects (customers and service providers) of the environment largely ignored. First, we provide a review of the extant literature drawing on four major streams of research from (1) previous marketing (servicescapes); (2) environmental psychology (approach–avoidance theory, behavior setting theory); (3) social psychology (social facilitation theory); and (4) organizational behavior (affective events theory). Second, we present a new conceptual model, the 'Social-servicescape'. In this paper we argue that the social environment and purchase occasion dictates the desired social density which influences customers' affective and cognitive responses, including repurchase intentions. Furthermore, we argue that customers play a key role in influencing the emotions of others either positively or negatively, and this largely determines whether they intend to return to the service setting. Implications of this conceptual model for theory and practice are discussed.

Drawing on Social Facilitation theory and Affiliative Conflict theory, this three study paper investigates the social and spatial influence customers have on other customers present in a social servicescape–cafes. Unobtrusive, naturalistic observation is used to identify, categorise and evaluate the behaviour of customers on other customers across two empirical studies. In total 242 episodes were observed and analysed from 40 separate observation sessions, ranging from 60 to 150 min across three settings. A third study, comprised of four focus groups explores the why of the observed behaviours of Studies 1 and 2, and supports their key findings.Our findings show not only that the presence of customers influences the duration of the stay (social influence) of other customers, but also that customers influence other customers spatially (spatial influence). Specifically, individual customers and couples chose to be spatially close to other customers present for non-business meetings. Conversely, for business meetings customers tend to choose to be spatially apart from other customers.Managers and service personnel need to understand that customers influence other customers present even when there is no direct contact. First, service providers should recognise the occasion (business/social) and nature of the party (single/couples/group). Second, customers like to be spatially near other customers when they are on their own or as a couple and when they are there for a social, rather than business, occasion. Third, the duration of stay can be influenced either positively or negatively by other customers.

Nonconscious mimicry is a salient behaviour in many social interactions, such as the imitation of accent over the phone or the tendency to return a smile from another smiling person. However, existing research has yet to consider the importance of individuals' social intentions when entering into a social interaction in a customer service setting. This paper extends current managerial leadership theory into the novel setting of nonconscious mimicry to explain the critical role of social intentions in relationship building in customer service encounters. This research consists of a 3 × 2 between-subjects factorial design to evaluate the hypothesised relationships between nonconscious mimicry, social intentions, and product choice behaviour. The findings indicate that social intentions play a critical role influencing the relationship between nonconscious mimicry and product consumption, purchase intentions, and product liking in service encounters. Further, it is suggested that individuals identified as task-oriented should not be behaviourally imitated, as this will not positively increase product liking, purchase intentions, or product consumption. Instead, consumers should be primed to be relationship-oriented prior to nonconscious mimicry.