Crafting the Servicescape for the Educational Services an Empirical Study

The world is witnessing a sea change in the knowledge centre and this has necessitated changes in the educational services in order to cater to the global needs. Moreover, because of inherent characteristics like the intangibility of services, the approach to the marketing of services is different than that of marketing goods. The intangibility of educational Services challenges both, educational institutions and the students. Physical evidence. One the 7P's of Service Marketing Mix plays a crucial role in incorporating tangibility. This study investigates the various elements of servicescape, how to prioritize the elements of physical evidence and there by crafting the servicescape for the educational services. A questionnaire was administered to 150 respondents, out of which only 110 questionnaires were usable. Simple descriptive statistics have been used for the analysis. The results suggest that the primary importance, while designing the service scape is to be given to students by seeking their views and priorities towards the facilities in the educational institutes, The results revealed that it is essential to analyze the various elements of physical evidence, allocate appropriate value or importance before crafting the service scape.