Online student engagement and place attachment to campus in the new service marketplace: an exploratory study

ABSTRACT

Purpose The pandemic has accelerated the use of virtual learning spaces and led to rethinking post-pandemic course delivery. However, it remains unclear whether students' online engagement in e-servicescapes can influence attachment to a place, i.e. a physical servicescape. This study conducted an exploratory study to inform place attachment and actor engagement literature in an online service context. Design/methodology/approach Quantitative survey design was used and 98 usable responses were collected from undergraduate and postgraduate students at a major New Zealand university during the COVID-19 pandemic in 2020. The questionnaire consisted of 23 items relating to three dimensions of online student engagement and 19 items referring to six dimensions of campus attachment. Findings Results of the exploratory study indicate that classmate community in online lectures, referring to student-student interactions, can positively influence five of the dimensions of campus attachment, including place identity, place dependence, affective attachment, social bonding and place memory, even though students are physically not on campus. However, it cannot influence place expectation. Moreover, instructor community (student-instructor interaction) and learning engagement (student-content interaction) in online lectures have insignificant impact on campus attachment. Research limitations/implications This study emphasises the social dimension when interacting in e-servicescapes. Person-based interactions are more influential than content-based interactions for student engagement. Educational service providers should integrate the e-servicescape and the physical servicescape by encouraging more student-student interactions to contribute to service ecosystem well-being at the micro, meso and macro levels. Originality/value This study indicates that customer-to-customer interaction serves to integrate customer engagement across the digital and physical realms for process-based services like education.