This study aims to explore the effect of three factors of Servicescape on customers’ emotion, perceived quality and image. The proposed model was tested in medical tourism context in Portugal, using a sample of 332 fully completed questionnaires. Findings reveal that ambient and design are the most important factors in formation Servicescape itself. Servicescape is an effective antecedent of customer image, perceived quality and pleasure-feeling. Finally, the article also provides managerial implications and suggests avenues for further research.

• Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/UNIDE))
• Eduardo Moraes Sarmento(Universidade Lusófona and ISEG/UTL)