Competition on the global market is growing so companies have to find a way to become diffenerent than competition. The physical environment becomes an essential characteristic in achieving advantages over competitors. With the customization of the product according to the market many companies with their products include services as an integral part of their offers. The physical environment in the service becomes a means of differentiation from competitors. Depending on the physical environment customer increases or decreases the perception of quality and along with the provider creates an experience that is created in the process of of providing services. The successful combination of marketing mix is a necessary precondition of implementation service marketing strategy. Marketing mix, according to the various authors, is designed as a combination of four, sever or more "P" elements. The role of the physical environment is particularly important for service companies because users in evaluation of service firstly notice physical environment. With systematic review of all the factors that subconsciously affect the perception of quality, physical environment and its role in creating and advantage over competitor’s evaluated. Color, music and ambient odor impact on the presentation of products and services. A customer’s trust and commitment is built in the same manner.