There is a trend to move healthcare towards hospitality, and create more appealing and less institutional environments. A key driver, not exclusive to the healthcare industry, is that physical surroundings can influence customer judgments of service performance including customer satisfaction, loyalty, favorable word of mouth, recommendations and service quality perceptions. In the context of healthcare although various studies have addressed the importance of the physical environment with respect to favorable health outcomes, few have established a correlation between physical appeal and perception of service quality.