Eduscape: The effects of servicescapes and emotions in academic learning environments

Conceptual and empirical studies on the impact of physical environments in educational settings are lacking. In comparison, consumption environments research has a rich history. In this paper we bring together these two research streams to develop (Study 1) and test (Study 2) an ‘Eduscape’ model of the effects of emotions and servicescape factors in higher education settings. Study 1 (423 students) explores aspects of the physical environment. Building on Study 1, Study 2 uses structural equation modelling (209 students) to test the proposed conceptual model. The results highlight that comfort, temperature/humidity, functionality/design and acoustics/visual features are key in determining students’ pleasure within the environment. Although Study 1 highlights that cleanliness/upkeep is important to students, Study 2 does not find statistical support for this association. The proposed model also emphasizes the links between students’ pleasure derived from the environment and their satisfaction, engagement/involvement and approach behaviour.