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

Winter, E. and Chapleo, C., 2017. An exploration of the effect of servicescape on student institution choice in UK universities. Journal of Further and Higher Education, 41 (2), 187 - 200.

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DOI: 10.1080/0309877X.2015.1070400

Abstract

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.

Item Type:Article
ISSN:0309-877X
Uncontrolled Keywords:Servicescape; student choice; higher education marketing; university selection; university facilities
Subjects:UNSPECIFIED
Group:Faculty of Management
ID Code:24922
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:03 Nov 2016 16:19
Last Modified:24 Mar 2017 01:08

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