1 Purpose The purpose of this paper is to describe how to design the service cape of fast food restaurant in the University of Luton. For the purpose of this paper, using the theory and practice to examiner how the design will satisfy the consumers' and company needs at the time. Each topic will focus on the concept, role and importance of the servicescape. 2 Introduction The University of Luton plans to build an atrium over the …showed first 75 words of 1930 total…

…showed last 75 words of 1930 total…Vol 10. Issue 3. pp 33-52. Krishnan, B. & Hartline, M. (2001), Brand equity: is it more important in services, Journal of Services Marketing. Vol 15. No 5. McDonald, M., Chernatony, L. & Harris, F. (2001). Corporate marketing and service brands - Moving beyond the fast-moving consumer goods model. European Journal of Marketing. Vol 35. Palmer (2001), The Principles of Services Marketing, 3rd Edition, McGraw-Hill, England pp70-71, pp15 Zeithaml, V. & Bitner, M. J. (1996), Services Marketing, McGraw Hill, USA.