... of physical surroundings, atmospherics and servicescape. Findings – Users, when they enjoy use of signage, may find satisfaction of implicit, expected and unexpected needs. User assessment of SMQ depends on the discrepancy between expected and perceived wayfinding. In particular, personal needs...

... from these relationships. Mark S. Rosenbaum can be contacted at: mrosenbaum@niu.edu © Emerald Group Publishing Limited 2009 Relationship marketing Buyer‐seller relationships Older consumers Service industries United States of America Personal needs An executive summary...