| The purpose of this single-case study was to describe university stakeholders' perceptions of the influence of environmental dimensions of the servicescape (Bitner, 1992) on their campus experiences. Bitner's (1992) servicescape model served as the lens for this investigation. The servicescape model describes the interconnectedness of the three environmental dimensions of ambient conditions, spatial layout and functionality, and explicit and implicit communicators, with individual's moods, attitudes, responses, and behaviors. The environmental dimensions themselves consist of distinct, individual elements. Specifically, the model suggests that each of these distinct environmental elements has the ability to influence the reactions of customers and employees in a service setting.;The research population for this investigation included students and employees of the University of Hartford with three data-collection methods employed. A total of 860 volunteers completed the Influence of Campus Environmental Elements Questionnaire (ICEE-Q), a researcher-developed, Internet-based questionnaire designed to elicit participants' perceptions of the influence of individual environmental elements of the servicescape (Bitner, 1992) on their campus experiences. A subsample of 37 questionnaire participants submitted 65 research-driven photographs depicting elements of the campus that influenced their experiences. Semi-structured, in-person interviews were conducted with a subsample of 20 participants who submitted photographs. Procedures associated with quantitative and qualitative research were used to analyze the data, which consisted of questionnaire responses, research-driven photographs, and in-person interview transcripts. This generated 34 noteworthy findings related to distinct servicescape elements that influenced experiences and participants' reactions to them. Conclusions were drawn and recommendations for practice and future research are presented.;Overall, a slight majority of ICEE-Q participants reported that individual elements of the servicescape influenced their campus experiences. Elements related to explicit and implicit communicators were found to have the most influence on participant experiences among Bitner's (1992) three servicescape dimensions. Items representing poor conditions, decorative elements in outdoor spaces, pedestrian and vehicle travel-ways, and the functionality of academic and administrative spaces emerged as themes of elements reported as particularly influencing participants' experiences. Interviewees also described emotional, cognitive, physiological, and behavioral reactions to elements of the campus servicescape. |
