Ravi Kumar J S, T. Narayana Reddy, Syed Mohammad Ghouse
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Ravi Kumar J S1, Dr. T. Narayana Reddy2, Dr. Syed Mohammad Ghouse3
1Asst Professor, Department of Management Studies, Ballari Institute of Technology and Management, Ballari, Research Scholar, Department of Management, Jawaharlal Nehru Technological University, Ananthapuramu, Andhra Pradesh, India.
2Assoc Professor, Department of Management, Jawaharlal Nehru Technological University, Ananthapuramu, Andhra Pradesh, India.
3Associate Professor, Presidency University, Bangalore, Karnataka, India.
Volume - 12,
Issue - 3,
Year - 2021
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 that 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 and 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.
Cite this article:
Ravi Kumar J S, T. Narayana Reddy, Syed Mohammad Ghouse. Role of Servicescape on Student Institution Choice. Asian Journal of Management. 2021; 12(3):271-8. doi: 10.52711/2321-5763.2021.00041
Ravi Kumar J S, T. Narayana Reddy, Syed Mohammad Ghouse. Role of Servicescape on Student Institution Choice. Asian Journal of Management. 2021; 12(3):271-8. doi: 10.52711/2321-5763.2021.00041 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2021-12-3-6
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