An exploration of the effect of servicescape on student institution choice in UK universities
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An exploration of the effect of servicescape on student institution choice in UK universities. / Winter, Emma Jane; Chapleo, Chris.
In: Journal of Further and Higher Education, Vol. 41, No. 2, 2017, p. 187-200.Research output: Contribution to journal › Article › peer-review
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TY - JOUR
T1 - An exploration of the effect of servicescape on student institution choice in UK universities
AU - Winter, Emma Jane
AU - Chapleo, Chris
PY - 2017
Y1 - 2017
N2 - 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.
AB - 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.
KW - WNU
KW - Servicescape
KW - student choice
KW - higher education
KW - marketing
KW - university selection
KW - university facilities
U2 - 10.1080/0309877X.2015.1070400
DO - 10.1080/0309877X.2015.1070400
M3 - Article
VL - 41
SP - 187
EP - 200
JO - Journal of Further and Higher Education
JF - Journal of Further and Higher Education
SN - 0309-877X
IS - 2
ER -
ID: 2516026