Introduction Ambient conditions in service marketing are the physical features that relate to the senses of sound, scent, temperature, size/shape perception, and lighting/colour scheme. Reflectively, the conditions of ambience in service business environment are a cluster of the above elements which may alter a customer’s perception of a service, either subconsciously or consciously. This paper presents a critical examination of each of the five dimensions of ambient conditions and their influence on customer response to a business service environment. Ambient Conditions Customers tend to adopt a holistic view of the ambient conditions as influencing their levels of satisfaction in the service business industry. Ambient conditions directly influence the psychological, emotional, and even cognitive moderators that control the perception of customers towards a service. This “means that the same service environment can have different effects on different customers, depending on what they like” (Gill, Sharma, Mathur, & Bhutani 2012, p. 194). Therefore, there is need to establish the relationship between each ambient condition and the perceptions of customers towards a service environment. Sound All types of music tend to have a strong effect on behaviours and views of a customer in any typical service setting. Reflectively, the aspects of harmony and tempo have a holistic influence on different ages and service environments (Lovelock & Wirtz 2011). For instance, fast rhythm composition may augment the level of stimulation experienced by a listener and actually make a customer to be in a hurry in an eatery environment so as to minimize the duration of arousal, especially when the music is too loud. On the other hand, slow and soft music may make a customer to sit comfortably in a restaurant and enjoy his or her meal without nervousness. Therefore, a restaurant with slow and soft music is likely to attract more customers than a restaurant with high tempo music (Frow, Ngo, & Payne, 2014). From this example, it is necessary for a restaurant to properly tune its music in order to ensure that customers are given ample time to enjoy their meals. In the end, soft music may actually attract more customers from testimonies of satisfied clients. Scent Reflectively, “an ambient smell is one which pervades an environment, may or may not be consciously perceived by a customer and is not related to any particular product” (Han & Ryu 2009, p. 491). This means the power of smell is very influential in the service business environment, irrespective of the size or number of services in one place. For instance, a strong scent coming from a coffee restaurant may catalyse an involuntary response to the need to drink coffee (Birdsall & Johnston 2010). In such a case, a customer will eventually have to get into the eatery and order for a cake. The existence of the correct scent has a considerable influence on the evaluative, sentimental, and spontaneous reactions to services. When the response generated is as a result of the right scent, the purchasing intention will be increased in the same magnitude. Therefore, service marketers are expected to understand that scent may be used to attract, relax, and influence the purchasing behaviour. For instance, in a dental clinic’s reception area, the presence of an appropriate scent may be meant to relax the clients. On the other hand, an appropriate scent in a gym may motivate the client to put in more efforts in exercising as a result of the adrenalin rush. S