The importance of servicescapes in Maldivian higher education: application of the stimuli-organism-response(SOR) framework

Abstract

Purpose This study aims to use the servicescape model of higher education environments to measure the students’ perceptions of the learning environment (classroom) and the effect this has on students’ learning ability. Design/methodology/approach The present study follows the stimulus-organism-response paradigm framework. A self-administered and well-structured survey questionnaire is used to collect data. The snowball sampling technique is used to collect samples of 403 students belonging to Maldivian higher education institutions. Findings Findings show that the physical appearances of these higher education institutions greatly influenced the pleasure dimension. Furthermore, pleasure is found to have a significant and positive relationship with the approach behaviour and engagement/involvement of the students. Originality/value The main contribution of the study is that it successfully tests the “Eduscape” model adopted from the servicescape model, and thus helps to extend existing knowledge on the critical elements in the Maldivian higher education learning environments and student’s behaviour within them. The findings have implications for higher education institutions to improve their learning environments and better engage with their students.