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

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


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.


servicescape; Universityscape; higher education; service quality

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