An exploration of the effect of servicescape on student institution choice in UK universities

Emma Jane Winter, Chris Chapleo

    Research output: Contribution to journalArticlepeer-review

    890 Downloads (Pure)


    In recent years there has been increased discussion of the subjective, emotional and sociological factors influencing student choice of university. However there is a dearth of information exploring what constitutes these feelings. This exploratory paper uses the conceptual model of the servicescape to provide insight into the emotional factors driving student choice.

    In-depth interviews with prospective students revealed first impressions really do count. Students are deterred by poor physical environments and excited by enthusiastic staff and students. Most significantly the study revealed the necessity of a restorative servicescape to provide both a sense of escape and feeling of belonging.

    This paper contributes to broadening the application of the servicescape model, to a greater understanding of the impact of the environment on prospective students, and creates an opportunity to inform policy by providing university marketing decision makers with a better understanding of what constitutes the university environment and what makes it appealing to prospective students.
    Original languageEnglish
    Pages (from-to)187-200
    JournalJournal of Further and Higher Education
    Issue number2
    Early online date24 Sept 2015
    Publication statusPublished - 2017


    • WNU
    • Servicescape
    • student choice
    • higher education
    • marketing
    • university selection
    • university facilities


    Dive into the research topics of 'An exploration of the effect of servicescape on student institution choice in UK universities'. Together they form a unique fingerprint.

    Cite this