research suggests that customers associate more spacious surroundings with higher quality services. Signs, symbols and artifacts Signs, symbols and artifacts refer to a broader category of objects that serve multiple purposes. Signs and symbol refer to physical signals that provide cues for directional purposes, provide information about appropriate behavior within a store or servicescape and may also serve a symbolic role. Some signs perform rudimentary roles such as providing directions for navigation through a space while other more complex signs that communicate through shared meaning systems. Physical environment elements not only serve a functional or utilitarian role, but they communicate meaning in very subtle ways through symbolism. In an office environment, a big desk can symbolize the manager's power, and this can have the potential to make those who sit on the opposite side of the desk feel less relaxed and less willing to speak out. The use of color also communicates at a symbolic level in ways that impact on behavior. Artifacts refer to objects that hold some type of cultural, historical or social interest for customers. They are the tangible reminders of the service experienced by consumers. Artifacts may be purpose-designed objects that serve as souvenirs or mementos of a pleasant experience. Many services, such as museums, galleries, theater's and tourist attractions, manufacture artifacts that form the basis of a merchandise collection, available for sale to visitors and guests. These artifacts, more commonly known as souvenirs, can often be retailed at prices well above market value because of the memory consumers attach to the experiential encounter. The holistic environment When consumers enter a servicescape, they process multiple stimuli almost simultaneously. Consumers scan the ambient conditions, layout, furnishings and artefacts and aggregate them to derive an overall impression of the environment. In other words, the holistic environment is the cumulative effect of multiple stimuli, most of which are processed within a split second. These types of global judgments represent the summation of processing multiple stimuli to form a single impression. In the servicescapes model, this type of impression is known as the holistic environment. Through careful design of the physical environment and ambient conditions, managers are able to communicate the service firm's values and positioning. Ideally, the physical environment will be designed to achieve desired behavioural outcomes. Clever use of space can be used to encourage patrons to stay longer since longer stays result in more opportunities to sell