Universityscape: The relevance of environmental factors in student’s perception

Antonio Botti, Mara Grimaldi, Antonella Monda, Orlando Troisi, Massimiliano Vesci

Abstract


Purpose. Despite the increasing number of works investigating servicescape (Bitner, 1992), extant research does not adequately adapt the construct to education field (Ng and Forbes, 2009). To address this gap, the aim of the paper is to propose the development of a Universityscape scale.

Methodology. By employing Churchill’s (1979) procedure, exploratory factor analysis (EFA) is performed on a sample of 1154 Italian students attending upper secondary school in order to assess their perception of University environmental dimensions.

Findings. The factors obtained (atmospherics, livability, accessibility and signage) highlight the centrality of structural and symbolic components in orienting student’s evaluation.

Practical implications. The findings of the study can encourage policy makers to improve: service offering by enhancing service quality, security and mobility; image and reputation of a given University by promoting its historical and cultural heritage and the overall quality of student’s life.

Originality/value. The originality of the research lies in the application of servicescape to higher education sector. Moreover, results reveal the necessity to intend University as a supplier of culture at 360-degree aimed at satisfying student’s needs for status and knowledge and at enhancing their well-being.


Keywords


servicescape; Universityscape; higher education; service quality

Full Text:

PDF

References


Abari A.A.F., Yarmohammadian M. H., Esteki M. (2011). “Assessment of quality of education a non-governmental university via SERVQUAL model”, Procedia-Social and Behavioral Sciences, 15: 2299-2304.

Anil N.K. (2012). “Festival visitors’ satisfaction and loyalty: An example of small, local, and municipality organized festival”, Tourism, 60(3): 255–271.

Appadurai A. (1990). “Disjuncture and difference in the global cultural economy”, Theory, culture & society, 7(2), 295-310.

Arambewela R., Hall J. (2006). “A comparative analysis of international education satisfaction using SERVQUAL”, Journal of Services Research, 6: 141.

Bandura A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice Hall.

Berman B., Evans J.R. (1995). Retail Management: A Strategic Approach, 6th edition, Upper Saddle River, NJ:Prentice-Hall.

Betz E., Klingensmith J., Menne J. (1970). “The measurement and analysis of college student satisfaction”, Measure and Evaluation in Guidance, 3(2): 110–18.

Bitner M. J. (1992), “Servicescapes: the impact of the physical surroundings on customers and employees”, Journal of Marketing, 56(2): 57-71.

Booms B.H., Bitner M.J. (1981). “Marketing strategies and organization structures for service firms”, Marketing of services 25(3): 47-52.

Churchill G. (1979). “A paradigm for developing better measures of marketing constructs”, Journal of Marketing Research, 16(1): 64- 73.

David Chalcraft, Toni Hilton & Tim Hughes (2015) “Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape?”, Journal of Marketing for Higher Education, 25(1): 1-4,

De Oliveira O.J., Ferreira E.C. (2009). “Adaptation and application of the SERVQUAL scale in higher education”, in Proceedings of POMS 20th Annual Conference Orlando, Florida USA.

Dehghan A., Dugger J., Dobrzykowski D., Balazs A. (2014). “The antecedents of student loyalty in online programs”, International Journal of Educational Management, Vol. 28(1):15-35

Elsharnouby T.H. (2015). “Student co-creation behavior in higher education: the role of satisfaction with the university experience”, Journal of Marketing for Higher Education, 25:2,

Farrell J.K. (2014). The Influence of the Higher Education Servicescape on Campus Experiences. University of Hartford: ProQuest LLQ.

Frances M.H., (1995). “Managing service quality in higher education: the role of the student as primary consumer”, Quality Assurance in Education, 3 (3) :10-21.

Goi M.T., Kalidas V. (2015). “Effect of Servicescape on Emotion, Mood, and Experience among HEI students”, World Review of Business Research, 6(1): 81-91.

Hampton G.M. (1993), “Gap analysis of college student satisfaction as a measure of professional service quality”, Journal of Professional Services Marketing, 9(1): 369–80.

Helgesen O., Nesset E. (2007). “Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College”, Corporate Reputation Review, 10(1): 38-59

Hennig-Thurau T., Langer M.F., Hansen U. (2001). “Modeling and managing student loyalty: An approach based on the concept of relationship quality”, Journal of service research, 3(4): 331-344.

Tuan H.L., Chin C.C., Shieh S.H. (2005). “The development of a questionnaire to measure students' motivation towards science learning”, International Journal of Science Education, 27(6): 639–654.

Kalidas V. (2015). “Constructing a Servicescape Scale for Higher Education Institutions”, International Journal of Innovation, Management and Technology, 6(3): 191.

Kwortnik R.J. (2008) “Shipscape influence on the leisure cruise experience. International Journal of Culture”, Tourism and Hospitality Research, 2(4): 289-311.

Lee Y.K., Lee C.K., Lee S.K., Babin B.J. (2008). “Festivalscapes and patrons’ emotions, satisfaction, and loyalty”, Journal of Business Research, 61(1), pp. 56-64.

Lovelock C.H. (2001). Services marketing: people, technology, strategy. Upper Saddle River, NJ:Prentice Hall.

Lumsden L. S. (1994). Student Motivation To Learn. ERIC Digest, Number 92.

Mason, M. C., Paggiaro, A. (2012), “Investigating the role of festivalscape in culinary tourism: The case of food and wine events”, Tourism Management, 33(6):1329-1336.

Mehrabian A., Russell J.A. (1974). An Approach to Environmental Psychology, Cambridge: MA: The MIT Press.

Navarro M.M, Iglesias M.P., Torres P.R. (2005). “A new management element for universities: satisfaction with the offered courses”, International Journal of Educational Management, 19 (6):505-526

Ng I. C., Forbes J. (2009). “Education as service: The understanding of university experience through the service logic”, Journal of Marketing for Higher Education, 19(1): 38-64.

Nunnally J.C., Bernstein I.H. (1994). Psychometric Theory, 3rd ed. New York:McGraw-Hill.

Oakes S., North A.C. (2008). “Reviewing congruity effects in the service environment musicscape”, International Journal of Service Industry Management, 19(1): 63-82.

Pajares F. (2003). “Self-efficacy beliefs, motivation, and achievement in writing: A review of the literature”, Reading &Writing Quarterly, 19(2), 139-158.

Parasuraman A., Zeithaml V.A., Berry L.L. (1988). “Servqual: A multiple-item scale for measuring consumer perception”, Journal of retailing, 64 (1): 12.

Paswan A.K., Ganesha G. (2009). “Higher education institutions: satisfaction and loyalty among international students”, J Mark High Edu, 19(1): 65–84

Peters G.L. (1997). American winescapes: The cultural landscapes of America's wine country. Boulder: Westview Press.

Quintal V. A., Thomas B., Phau I. (2015), “Incorporating the winescape into the theory of planned behavior: Examining ‘new world’ wineries”, Tourism Management, 46: 596-609.

Reimer A., Kuehn R. (2005). “The impact of servicescape on quality perception”, Eur J Mark, 39(7/ 8): 785–808

Sproull L., Kiesler S. (1986). “Reducing social context cues: Electronic mail in organizational communication”, Management Science, 32(11): 1492-1512.

Sultan P., Wong H.Y. (2011). “Service quality in a higher education context: antecedents and dimensions”, Int Rev Bus Res Pap, 7(2): 11-20

Tai S., Fung A. (1997). “Application of an environmental psychology model to in-store buying behavior”, Int Rev Retail Distrib Consum Res;7(4): 311-37.

Tan K.C., Kek S.W. (2004) “Service quality in Higher Education using an enhanced SERVQUAL approach”, Quality in Higher Education, 10(1): 17-24.

Tombs A., McColl-Kennedy J.R. (2002), “Beyond the Servicescape: Customer to Customer Interactions in the Social Servicescape”, in Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC 2002), Deakin University, pp. 2-4.

Turley L.W., Milliman R.E. (2000), “Atmospheric effects on shopping behavior: a review of the experimental evidence”, Journal of Business Research, 49(2): 193-211.

Vargo S. L., Lusch R. F. (2008). “Service-dominant logic: continuing the evolution”, Journal of the Academy of marketing Science, 36(1): 1-10.

Wakefield K. L., Blodgett J. G. (1994), “The importance of servicescapes in leisure service settings”, Journal of Services Marketing, 8(3): 66-76.

Wells V., Daunt K.L. (2016) “Eduscape: The effects of servicescapes and emotions in academic learning environments”, Journal of Further and Higher Education, 40(4): 486-508.

Yarmohammadian M.H., Bahrami S., Foroughi Abari A.A. (2008). “Educational Administration & Planning, Health Management& Economic Research Center, Isfahan University of Medical Sciences, Isfahan (Book in Persian).

YoonY.S., Lee J.S., Lee C.K. (2010). “Measuring festival quality and value affecting visitors’ satisfaction and loyalty using a structural approach”, International Journal of Hospitality Management, 29(2): 335-342.

Yousapronpaiboon K. (2014). “SERVQUAL: Measuring higher education service quality in Thailand”, Procedia-Social and Behavioral Sciences, 116: 1088-1095.

ZeithamlV. A. (2000). “Service quality, profitability, and the economic worth of customers: what we know and what we need to learn”, Journal of the academy of marketing science, 28 (1): 67-85.


Refbacks

  • There are currently no refbacks.